ВЕСТНИК Санкт-Петербургского университета. Серия менеджмент.
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Published since 2002
Frequency: 4 issues per year
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Issue 3, 2006

Starov S. A. Implication of Kevin Keller’s Customer-Based Brand Equity

This article addresses specific issues in brand management at the stages of decaying maturity and declining life cycles. The author applies Kevin Keller’s customer-based brand equity model to implicate complex approach in developing marketing efforts for brands revitalizing.

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Released: Issue 2, 2017
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