| Original language | English |
|---|---|
| Pages (from-to) | 103-116 |
| Journal | Journal of Advertising |
| Volume | 34 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - 1 Dec 2005 |
Managing integrated marketing communication (IMC) through strategic decoupling: how luxury wine firms retain brand leadership while appearing to be wedded to the past
Michael Beverland, Sandra Luxton
Research output: Contribution to journal › Article › peer-review
127
Citations
(SciVal)