Building strong brands in a modern marketing communications environment

Journal of Marketing Communications

Volumn 15, Issue 2-3, 2009, Pages 139-155

  Keller, Kevin Lane ^a  

^a DARTMOUTH COLLEGE   (United States)

Author keywords

Brand building; Brand resonance; Customer based brand equity; Integrated marketing communications; Interactive marketing communications

Indexed keywords

EID: 70449729790     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/13527260902757530     Document Type: Article

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