MANAGING INTEGRATED MARKETING COMMUNICATION (IMC) THROUGH...

Journal of Advertising 2005 / 12 Vol. 34; Iss. 4

MANAGING INTEGRATED MARKETING COMMUNICATION (IMC) THROUGH STRATEGIC DECOUPLING: How Luxury Wine Firms Retain Brand Leadership While Appearing to Be Wedded to the Past

Beverland, Michael, Luxton, Sandra
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Volume:
34
Language:
english
Journal:
Journal of Advertising
DOI:
10.1080/00913367.2005.10639207
Date:
December, 2005
File:
PDF, 134 KB
english, 2005
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