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| Tekijä: | Rubinson, J. Pfeiffer, M. |
| Otsikko: | Brand key performance indicators as a force for brand equity management |
| Lehti: | Journal of Advertising Research
2005 : JUN, VOL. 45:2, p. 187-197 |
| Asiasana: | brands telecommunication |
| Kieli: | eng |
| Tiivistelmä: | This paper takes a look at the specific key performance indicator measures and how to intelligently set targets for each measure, so that marketers can track and manage the success of their brands. It presents a case history for a large European telecommunications company and discusses organizational problems the CMO had to address as he tried to implement new framework and how to generalize this approach to other industries. |
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