Mark vs. Brand - Term and Controversies
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References listed on IDEAS
- David Dequech, 2000. "Fundamental Uncertainty and Ambiguity," Eastern Economic Journal, Eastern Economic Association, vol. 26(1), pages 41-60, Winter.
- Durand, Thomas & Mounoud, Eléonore & Ramanantsoa, Bernard, 1996. "Uncovering strategic assumptions: Understanding managers' ability to build representations," European Management Journal, Elsevier, vol. 14(4), pages 389-398, August.
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Keywordsbrand; mark; trademark; brand equity; product;
- M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
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