TITLE

FROM THE EDITOR

AUTHOR(S)
Neal, Carolyn Pollard
PUB. DATE
January 1992
SOURCE
Marketing Management;Winter1992, Vol. 1 Issue 1, p4
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article discusses various reports in this issue, including one by Michael Czinkota about the modern mission of marketing, one by Andrew Parsons about consumer marketing in the 1990s, and one by Peter Farquhar, Julia Han and Yuji Ijiri about nurturing brand equity and capitalizing the value of brand franchises.
ACCESSION #
17587232

 

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