Ripensare le relazioni tra marketing e brand tra obiettivi multidimensionali e misure complesse: verso una business ecology
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References listed on IDEAS
- Woodside, Arch G. & Uncles, Mark D., 2005. "How Behavioral Primacy Interacts with Short-Term Marketing Tactics to Influence Subsequent Long-Term Brand Choice," Journal of Advertising Research, Cambridge University Press, vol. 45(02), pages 229-240, June.
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KeywordsBrand equity; customer strategy; marketing; intangibles;
- M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
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