The death of brand deference: Can brand management stop the rot?

Marketing Intelligence & Planning

Volumn 14, Issue 7, 1996, Pages 35-39

  Knox, Simon ^a  

^a CRANFIELD UNIVERSITY   (United Kingdom)

Author keywords

Brands; Planning; Product management

Indexed keywords

EID: 84986104470     PISSN: 02634503     EISSN: None     Source Type: Journal    
DOI: 10.1108/02634509610152691     Document Type: Review

References (12)

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11. U.P.G.A. (1967), Unilever Plan to Good Advertising. Company Action, Marketing Division, Unilever House, London.
12. Walker, D.R. and Knox, S.D. (1995), “New empirical perspectives on brand loyalty: implications for segmentation strategy and equity”, Cranfield School of Management Working Paper Series, S.W.P. 21/95.