A new generation of tools for brand piloting: how to evaluate the efficiency and yield of the marketing-mix
Présentation du système d'évaluation de la marque BASS qui prend en compte les composantes psychologiques aussi bien que les résultats liés aux ventes. Reproduced by permission of Bibliothèque de Sciences Po
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| Veröffentlicht in: | Revue française du marketing 2004-10, Vol.199 (4-5), p.49-65 |
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| container_issue | 4-5 |
| container_start_page | 49 |
| container_title | Revue française du marketing |
| container_volume | 199 |
| creator | Högl, Siegfried Hupp, Oliver |
| description | Présentation du système d'évaluation de la marque BASS qui prend en compte les composantes psychologiques aussi bien que les résultats liés aux ventes. Reproduced by permission of Bibliothèque de Sciences Po |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 0035-3051 |
| ispartof | Revue française du marketing, 2004-10, Vol.199 (4-5), p.49-65 |
| issn | 0035-3051 |
| language | fre |
| recordid | cdi_proquest_miscellaneous_38130828 |
| source | Business Source Complete |
| subjects | Brands Evaluation Marketing Pilot surveys |
| title | A new generation of tools for brand piloting: how to evaluate the efficiency and yield of the marketing-mix |
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