The Core of Integration Is the Brand

Don E. Schultz

Research output: Contribution to journalArticlepeer-review

1 Scopus citations


Corporate identity - and success of the corporate brand - depend on smart product-brand management.

Original languageEnglish (US)
Number of pages1
JournalMarketing Management
Issue number1
StatePublished - Mar 1 2001

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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