Beyond Marketing:The brand Story
Manager Journal, 2010, vol. 11, issue 1, pages 117-128
Keywords: branding; story; communication strategy; brand identity; type of brands; brand attributes; brand coverage; multi-sensorial branding; marketing. (search for similar items in EconPapers)
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Persistent link: http://EconPapers.repec.org/RePEc:but:manage:v:11:y:2010:i:1:p:117-128
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