Brand matters: an examination of small-to-medium sized enterprises
While an impressive body of literature has emerged focusing on the critical activities involved in brand management for larger organizations, no research has been undertaken to examine branding within small to medium sized enterprises (SMEs). The present study therefore examines the nature and scope...
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| Format: | Conference Paper |
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Australian and New Zealand Marketing Academy
2005
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| Online Access: | http://www.anzmac.org/conference_archive/2005/ http://hdl.handle.net/20.500.11937/15417 |