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Understanding brand strategy adoption by high tech SME managers
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Published in
Jyväskylä studies in business and economics
Authors
Neuvonen, Heidi
Date
2014
Discipline
Markkinointi
Publisher
University of Jyväskylä
ISBN
978-951-39-5628-8
ISSN
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1457-1986
Keywords
brändistrategia
adoption
abduction
brands
brand strategy
high tech marketing
SME
content analysis
brand management
brändit
strategia
yritysstrategia
yritysmarkkinointi
omaksuminen
huipputekniikka
yritykset
pienet ja keskisuuret yritykset
johtajat
johtaminen
URI
http://urn.fi/URN:ISBN:978-951-39-5628-8
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