Building Brands Without Mass Media
Опубликовано на портале: 23-03-2007
Harvard Business Review. 1997. Vol. 75. No. 1. P. 39-50.
- Senior managers were carefully involved with brand-building efforts.
- The companies recognized the importance of clarifying their core brand identity.
- They made sure that all their efforts to gain visibility were tied to that core identity. Studying the methods of companies outside one's own industry and country can be instructive for managers.
Социология: методология, методы и математическое моделирование (Социология: 4М). 2000. № 12. С. 65-76.
Реклама. Теория и практика. 2006. № 3.