TITLE

The Core of Integration Is the Brand

AUTHOR(S)
Schultz, Don E.
PUB. DATE
March 2001
SOURCE
Marketing Management;Spring2001, Vol. 10 Issue 1, p6
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Reports on the importance of corporate brands for businesses in the United States. Result of a study on brands and branding; Comparison between product brands and corporate brands; Value of the corporate brand in the business-to-business field; Information on managing a corporate brand.
ACCESSION #
4461323

 

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