Creating and Managing Brands

Research output: Chapter in Book/Report/Conference proceedingChapter

Original languageEnglish
Title of host publicationKellogg on Marketing
Subtitle of host publicationThe Marketing Faculty of The Kellogg School of Management
EditorsAlice M. Tybout, Bobby J. Calder, Philip Kotler
PublisherJohn Wiley & Sons
Number of pages31
ISBN (Print)9780470580141
StatePublished - 2010

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