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Causes and success of brand deletions. The role of brand orientation

 

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Author: Temprano García, Víctor
Rodríguez Escudero, Ana Isabel
Rodríguez Pinto, Javier
Coordinator/Director: Rondán Cataluña, Francisco Javier
Date: 2017
Published in: XXIX Congreso de Marketing AEMARK (2017), p 668-676
ISBN/ISSN: 978-84-17129-34-7
Document type: Presentation
Abstract: La eliminación de una marca es una decisión crítica dentro de la estrategia de marketing de una empresa. Pese a que en los últimos años muchas organizaciones han tomado este tipo de decisión y han acometido drásticos programas de eliminación de marc...
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Brand deletion (BD) is a critical decision within a firm’s marketing strategy. Despite in recent years many organizations have pruned their brand portfolios and undertaken drastic BD programs, the literature on this topic is extremely scarce and fra...
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Cite: Temprano García, V., Rodríguez Escudero, A.I. y Rodríguez Pinto, J. (2017). Causes and success of brand deletions. The role of brand orientation. En XXIX Congreso de Marketing AEMARK (668-676), Sevilla: ESIC.
Size: 549.2Kb
Format: PDF

URI: https://hdl.handle.net/11441/78081

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