Managing global brand investments at DHL

Interfaces

Volumn 41, Issue 1, 2011, Pages 35-50

  Fischer, Marc ^a   Giehl, Wolfgang ^b   Freundt, Tjark ^c  

^a UNIVERSITY OF PASSAU   (Germany)

^b Deutsche Post   (Germany)

^c MCKINSEY AND COMPANY   (United States)

Author keywords

Brand management; Buyer behavior; Choice models; Estimation statistical techniques; Nonlinear optimization; OR MS implementation; Service industries

Indexed keywords

EID: 79952083233     PISSN: 00922102     EISSN: 1526551X     Source Type: Journal    
DOI: 10.1287/inte.1100.0533     Document Type: Article

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