Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue

We adopt a broad perspective. The issues affecting brand management go beyond those that can be dealt with by the set of articles constituting the special issue. A broad perspective enables us to sketch some directions for research. We discuss problems and opportunities posed by major market forces...

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Bibliographic Details
Main Authors: SHOCKER, Allan D., SRIVASTAVA, Rajendra K., RUEKERT, Robert W.
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 1994
Subjects:
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/4139
https://ink.library.smu.edu.sg/context/lkcsb_research/article/5137/viewcontent/The_Changing_Perspectives__Challenges_and_Opportunities_Facing_Brand_Management.pdf
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Institution: Singapore Management University
Language: English