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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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
1994
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| 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 |