Back to life! Why brands grow old and sometimes die and what managers then do: An exploratory qualitative research put into the french context

Journal of Marketing Communications

Volumn 10, Issue 2, 2004, Pages 133-152

  Lehu, Jean Marc ^a  

^a UNIVERSITÉ PARIS 1 PANTHÉON SORBONNE   (France)

Author keywords

Ageing; Brand; Internet interviewing; Rejuvenation; Strategy

Indexed keywords

EID: 3142723361     PISSN: 13527266     EISSN: None     Source Type: Journal    
DOI: 10.1080/13527260410001693811     Document Type: Review

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