Brand‐building in the 1990s

Publisher Website
Google Scholar
Abstract
This paper argues that now is the time to consider how one should seek to apply marketing principles and practice in an increasingly competitive and rapidly changing environment. In essence, the thesis is that as it becomes increasingly difficult to sustain an objective comparative advantage over one's competitors so it will become increasingly important to position organizations as “brands” in the minds of actual and potential customers.

This publication has 3 references indexed in Scilit: