Brand-led innovation

Bobby J. Calder*, Edward S. Calder

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter

5 Scopus citations
Original languageEnglish (US)
Title of host publicationKellogg on Marketing
Publisherwiley
Pages332-347
Number of pages16
ISBN (Electronic)9781119199892
ISBN (Print)9780470580141
StatePublished - Aug 5 2010

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

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