IMPLEMENTACIJA STRATEGIJE BRENDIRANJA
Keywords:
strategic brand management, branded house, house of brands, flankers, cash cows, corporate image, brand hierarchyReferences
Kevin Lane Keller, Strategic Brand Management, Prentice Hall, NY, 2002.
Hamish Pringle and Marjorie Thompson, Brand spirit: How Cause Related Marketing Builds Brands, Chichester, NY: Wiely, 1999.
Philip Kotler, How to create, win and dominate markets, превод, Адицес, Нови Сад, 2003.
Jean-Noel Kapferer, Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity, New York: Free Press, 1994.
Colin Egan and Michael J. Thomas, The CIM Handbook of Strategic Marketing, Butterworth-Heinemann, Oxford, 1998.
Бранко Ракита, Међународни маркетинг, ЦИД Економски факултет, Београд, 2004.
David Jobber, Principles and Practice of Marketing, 4th edition, The McGraw Hill, London, 2004.
Burr Ridge, IL: Irwin, 1994.
Downloads
Published
Issue
Section
License
Copyright (c) 2006 Zbornik radova Ekonomskog fakulteta u Istočnom Sarajevu
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
