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The challenge of pharmaceutical brand architecture: A theoretical analysis based on the Brand Architecture Model (B.A.M.).

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Bibliographic Details
Title: The challenge of pharmaceutical brand architecture: A theoretical analysis based on the Brand Architecture Model (B.A.M.).
Authors: Kanitz, Christopher1 christopher.kanitz@uni-bremen.de, Burmann, Christoph1
Source: Marketing Review. Autumn2012, Vol. 12 Issue 3, p309-326. 18p.
Database: Business Source Ultimate
Description
ISSN:1469347X
DOI:10.1362/146934712X13420906885520