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 journalArticlepeer-review

121 Citations (SciVal)
Original languageEnglish
Pages (from-to)103-116
JournalJournal of Advertising
Issue number4
Publication statusPublished - 1 Dec 2005

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