TITLE

Brands are playing a new role

AUTHOR(S)
Mitchell, Alan
PUB. DATE
September 2005
SOURCE
Brand Strategy;Sep2005, Issue 195, p9
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Assesses the changing role of brands. Factors contributing to the golden age of brand; Impact of information technology revolution on marketing; Comparison between a brand-centric world and a customer-centric world; Economics of brand management; Claim that brands help make marketing more effective.
ACCESSION #
18290378

 

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