Brand management prognostications

Authors
Berthon, P Hulbert, JM Pitt, LF
Citation
P. Berthon et al., Brand management prognostications, SLOAN MANAG, 40(2), 1999, pp. 53
Citations number
60
Categorie Soggetti
Management
Journal title
SLOAN MANAGEMENT REVIEW
ISSN journal
0019848X → ACNP
Volume
40
Issue
2
Year of publication
1999
Database
ISI
SICI code
0019-848X(199924)40:2<53:BMP>2.0.ZU;2-A
Abstract
New technologies and emerging market trends, including a shift in power to retailers, are converging to alter traditional branding and brand managemen t.