haku: @author Spence, M. / yhteensä: 5
viite: 3 / 5
Tekijä:Spence, M.
Hamzaoui Essoussi, L.
Otsikko:SME brand building and management: an exploratory study
Lehti:European Journal of Marketing
2010 : VOL 44:7/8, p. 1037-1054
Asiasana:brands
small and medium-sized enterprises (SMEs)
marketing strategy
case studies
Vapaa asiasana:brand equity
Kieli:eng
Tiivistelmä:The purpose of the article is to explore brand identity, brand equity and brand management in small to medium-sized enterprises, and how these contribute to the growth of the SMEs. The article presents a multiple case study of SMEs offering consumer goods in different countries. The study reveals that certain marketing innovations such as coherent marketing programs and the use of the country of origin image seem to support the brands. Growth can be achieved with brand diversification.
SCIMA tietueen numero: 272661
lisää koriin
SCIMA