To build brand equity, marketing alone is not enough

Strategy & Leadership

Volumn 28, Issue 4, 2000, Pages 16-20

  Schreuer, Richard ^a  

^a Chadwick Martin Bailey Inc   (United States)

Author keywords

Brand equity; Brands; Consumer behaviour; Customer satisfaction; Marketing communications

Indexed keywords

EID: 84986117282     PISSN: 10878572     EISSN: None     Source Type: Journal    
DOI: 10.1108/10878570010378663     Document Type: Article

References (3)

1. Aaker, D., “Building brands without mass media”, Harvard Business Review, January 1997, pp. 39-40, 41, 44-6, 48-50.
2. The Center of the Dashboard: Aligning Sales, Service and Brand to Combat Customer Attrition, The Corporate Advisory Board, Washington, DC, 1998.
3. Schreuer, R, “Putting a brand on the changing banking industry”, Boston Business Journal, Vol. 18 No. 24, 1998, p. 36.