TITLE

Brand extensions

AUTHOR(S)
Hayward, Martin
PUB. DATE
May 2004
SOURCE
Brand Strategy;May2004, Issue 182, p38
SOURCE TYPE
Review
DOC. TYPE
Book Review
ABSTRACT
Reviews the book "Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds," by David Taylor.
ACCESSION #
13090010

 

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