TITLE

The New Brand Wagon

AUTHOR(S)
Schultz, Don E.
PUB. DATE
January 2003
SOURCE
Marketing Management;Jan/Feb2003, Vol. 12 Issue 1, p8
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Focuses on brand communication programs in the market. Information on concepts and terms used to discuss the brands and approaches to branding; Details on challenging brand communication models; Discussion on the contact as a second mode of a model.
ACCESSION #
8948828

 

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