品牌生态学——品牌理论演化的新趋势
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外国经济与管理 2003 年 第 25 卷第 08 期, 页码：42 - 48
摘要
参考文献
摘要
本文基于对品牌问题的复杂性及生态特征的分析 ,结合品牌理论研究与发展的背景 ,提出了适应网络经济时代的品牌理论演化的新趋向 :品牌生态学 ,并着重就品牌生态学这一新学科的概念、研究目的、研究方法、研究内容和基本原理等进行了初步界定
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[3]Duncan,T .&Moriarty.S ..DrivingBrandValue[M ].McGraw-Hill,1999.
[4]PeterF .Drucker.ManagementChallengesforthe21stCentury[M ].BigAppleTuttleMoriAgencyInc,1999.
[5]A .Branthwaite,P ..CooperAnalgesicEffectsofBrandinginTreatmentofHeadaches[J].BritishMedicalJournal,1981,282(16):1576-1578.
[6]D .Aaker.AreBrandEquityandAdvertising[M ].Hillsdale:LawrenceErlbaumAssociates,1993:333-341.
[7]A .Shocker,R .Svivastava,R .Ruekert.ChallengesandOpportunitiesFacingBrandManagement:AnIntroduciontotheSpecialIssue[J].JounalofMarketingResearch,1994,31(5):149-158.
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[10]KevinLaneKeller.StrategicBrandManagement:Building,Measuring&ManagingBrandEquity[M ].NewJersey:PrenticeHall,Inc.,1998.
引用本文
张燚, 张锐. 品牌生态学——品牌理论演化的新趋势[J]. 外国经济与管理, 2003, 25(8): 42–48.
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