Defending your brand against imitation: Consumer behavior, marketing strategies, and legal issues

Defending your brand against imitation: Consumer behavior, marketing strategies, and legal issues

Defending Your Brand Against Imitation: Consumer Behavior, Marketing Strategies, and Legal Issues, a book by Judith Lynne Zaichkowsky, is reviewed.

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Bibliographische Detailangaben
Veröffentlicht in:International journal of research in marketing 1997, Vol.14 (4), p.397-398
Hauptverfasser: Conchar, Margy P., Zinkhan, George M.
Format: Review
Sprache:eng
Schlagworte:
Brand names
Consumer behavior
Law
Market strategy
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Beschreibung
Zusammenfassung:Defending Your Brand Against Imitation: Consumer Behavior, Marketing Strategies, and Legal Issues, a book by Judith Lynne Zaichkowsky, is reviewed.
ISSN:0167-8116
1873-8001
DOI:10.1016/S0167-8116(97)00010-4