Horses for courses: Stewarding brands across borders in times of rapid change

International Journal of Market Research

Volumn 39, Issue 4, 1997, Pages 588-601

  Byfield, Sheila ^a   Caller, Linda ^b  

^a Europe

^b Ogilvy and Mather   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 3042928371     PISSN: 14707853     EISSN: None     Source Type: Journal    
DOI: 10.1177/147078539703900405     Document Type: Article

References (7)

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5. KAPFERER, J. (1992). Strategic brand management. New approaches to creating and evaluating brand equity. London: Kogan Page.
6. MERCER, D. (1997). New marketing practice. Rules for success in a changing world. London: Penguin.
7. RIES, A. (1996). Focus. The future of your company depends on it. London: Harper Collins.