Improving competitive position using branded ingredients

Journal of Product & Brand Management

Volumn 8, Issue 4, 1999, Pages 267-285

  Mccarthy, Michael S ^a   Norris, Donald G ^a  

^a MIAMI UNIVERSITY   (United States)

Author keywords

Brand equity; Brand names; Brands; Competitive advantage; Marketing strategy; Product management

Indexed keywords

EID: 84986082171     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610429910284210     Document Type: Article

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