The community brand paradigm: A response to brand management's dilemma in the digital era

Journal of Marketing Management

Volumn 29, Issue 7-8, 2013, Pages 912-932

  Quinton, Sarah ^a  

^a OXFORD BROOKES UNIVERSITY   (United Kingdom)

Author keywords

brand management; digital marketing; marketing strategy; paradigms

Indexed keywords

EID: 84880960787     PISSN: 0267257X     EISSN: 14721376     Source Type: Journal    
DOI: 10.1080/0267257X.2012.729072     Document Type: Article

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