Integrated Marketing Communication (IMC) || Managing...

Integrated Marketing Communication (IMC) || Managing Integrated Marketing Communication (IMC) through Strategic Decoupling: How Luxury Wine Firms Retain Brand Leadership while Appearing to Be Wedded to the Past

Michael Beverland and Sandra Luxton
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Volume:
34
Language:
english
Journal:
Journal of Advertising
DOI:
10.2307/4189323
Date:
January, 2005
File:
PDF, 2.66 MB
english, 2005
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