Going places in Webtown: A new way of thinking about advertising and the Web

• 1 February 1997
• journal article
• Published by Springer Nature in Journal of Brand Management
• Vol. 4  (4) , 261-270
• https://doi.org/10.1057/bm.1997.5

Abstract

Keywords

• PRODUCT MANAGEMENT
• BRAND MARKETING
• BRANDING STRATEGY
• BRAND EQUITY
• MARKETING MANAGEMENT
• STRATEGIC MANAGEMENT
• BRAND MANAGEMENT