Brand and category variation in long-term marketing strategy impact on brand performance: Why soft drinks and detergent need a different marketing mix

Additional Metadata
Keywords	Marketing mix, Brands, Performance, Characteristics
Thesis Advisor	Ataman, M.B., Mishra, N.
Persistent URL	hdl.handle.net/2105/22258
Series	Marketing Management
Organisation	Rotterdam School of Management
Citation APA APA Style APA-ALL Style AAA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	Huebner, C. (2011). Brand and category variation in long-term marketing strategy impact on brand performance: Why soft drinks and detergent need a different marketing mix. In Marketing Management.http://hdl.handle.net/2105/22258

Brand and category variation in long-term marketing strategy impact on brand performance