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- IROCAMM: International Review of Communication and Marketing Mix
- Listar IROCAMM: International Review of Communication and Marketing Mix por autor
Listar IROCAMM: International Review of Communication and Marketing Mix por autor "Sanz-Marcos, Paloma"
Mostrando ítems 1-2 de 2
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Artículo
Brand management from a cultural approach. Case study of consumer brands that operate in the Spanish market
Sanz-Marcos, Paloma (Universidad de Sevilla, 2019)The relationship between brands and culture is not something new for brand managers. Starting from a situation of social ...
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Artículo
Theoretical approach of branding from a semiotic perspective
Sanz-Marcos, Paloma (Universidad de Sevilla, 2018)This paper outlines the importance of the world of signs and symbols relating to brand management. We will explore the ...