Brand Leadership in the contemporary economy
The brand leadership as a best practice used by IBM, Sony, P&G, GAP, Nestlé, Smirnoff, Beiersdorf (Nivea) and others was highlighted 10 years ago by professors D.A. Aaker and E. Joachimsthaler who published in 2000 the famous book Brand Leadership. In the last two years, the growing importance o...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Bacău
2010-12-01
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| Series: | Studies and Scientific Researches: Economics Edition |
| Subjects: | |
| Online Access: | http://sceco.ub.ro/index.php/SCECO/article/view/133 |