From the editor

Neal, Carolyn P.
January 2008
Marketing Management;Jan/Feb2008, Vol. 17 Issue 1, p2
The article discusses various reports published within the issue, including one by B. Joseph Pine II and James H. Gilmore on managing and understanding customers and another by Martin Reilly, Deb Rapacz, and Don E. Schultz on how brand managers need to strengthen their branding beyond advertising.


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