Developing a Compelling Brand Positioning

Research output: Chapter in Book/Report/Conference proceedingChapter

2 Scopus citations
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
PublisherJohn Wiley & Sons
Pages73-91
Number of pages19
Edition2nd
ISBN (Print)9780470580141
StatePublished - 2010

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