Depth Versus Breadth Strategies for Global Brand Image Management.
- Resource Type
- Article
- Authors
- Roth, Martin S.
- Source
- Journal of Advertising; Jun92, Vol. 21 Issue 2, p25-36, 12p, 5 Charts, 3 Graphs
- Subject
- BRAND image
PRODUCT management
CONSUMER behavior
MARKETING research
MARKETING strategy
CONSUMER goods
INTERNATIONAL markets
MARKET share
ECONOMIC development
INDUSTRIAL organization (Economic theory)
METHODOLOGY
- Language
- ISSN
- 00913367
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