haku: @indexterm strategy / yhteensä: 3324
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Tekijä:Bertini, M.
Gourville, J.
Ofek, E.
Otsikko:When the name is the game
Lehti:Business Strategy Review
2011 : FALL, VOL. 22:3, p. 50-55
Asiasana:marketing
strategy
brands
products
success
planning
financial risk
Kieli:eng
Tiivistelmä:In Romeo and Juliet, the fair maiden asks, ''What's in a name?'' When it comes to marketing next-generation products for the global marketplace, the authors have done extensive research. They have found that names can play an enormous role in a product's success.
SCIMA tietueen numero: 274111
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