Brand Alliance. Building Block for Scientific Organisations’ Marketing Strategy
This paper addresses management issues of brand alliances as part of a scientific organisation’s marketing strategy. Though brand alliances have become quite popular with consumer products they seem to be exceptions in the marketing context of academic or scientific organisations. Against this backg...
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| Format: | Article |
| Language: | English |
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Sciendo
2016-03-01
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| Series: | Marketing of Scientific and Research Organizations |
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| Online Access: | https://doi.org/10.14611/minib.19.01.2016.07 |