| Original language | English |
|---|---|
| Title of host publication | Kellogg on Branding |
| Editors | Alice M. Tybout, Tim Calkins |
| Place of Publication | New York |
| Publisher | John Wiley & Sons |
| Pages | 169-185 |
| State | Published - 2005 |
Brand Strategy for Business Markets
Research output: Chapter in Book/Report/Conference proceeding › Chapter