Current affiliation: Zeppelin UniversitySubject speciality: Business & ManagementPrimary location: Germany
Published in:International Journal of Retail & Distribution ManagementPublication date:2012-03-23
Published in:European Journal of MarketingPublication date:2014-02-04
'The brand is king' has become a fundamental maxim in consumer marketing. Now, that concept is being applied not only to consumers, but...
Published in:Marketing LettersPublication date:2014-12-19
Published in:Journal of Marketing ManagementPublication date:2014-07-28