TITLE

Finally, Good News for Brand Marketers

AUTHOR(S)
Schultz, Don E.
PUB. DATE
January 2002
SOURCE
Marketing Management;Jan/Feb2002, Vol. 11 Issue 1, p8
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Focuses on the marketing challenges encountered in the United States in 2001. Factors that affected marketing in 2001; Reasons for the failure of brand marketing; Challenges of proving brand value in the long term; Information on the book 'The Value Reporting Revolution,' by Robert G. Eccles, Robert H. Herz, E. Mary Keegan and David M.H. Phillips.
ACCESSION #
5817020

 

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