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

doi:10.1080/00913367.2005.10639207

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

Management

Research output: Contribution to journal › Article › peer-review

148 Citations (SciVal)

Original language	English
Pages (from-to)	103-116
Journal	Journal of Advertising
Volume	34
Issue number	4
DOIs	https://doi.org/10.1080/00913367.2005.10639207
Publication status	Published - 1 Dec 2005

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10.1080/00913367.2005.10639207

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Managing integrated marketing communication (IMC) through strategic decoupling: how luxury wine firms retain brand leadership while appearing to be wedded to the past

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