Congruence between Positioning and Brand Advertising
Charles Blankson and Stavros P. Kalafatis
The lack of comprehensive strategic positioning models capable of being employed by managers and advertising executives has given the impetus for this research.
Congruence between Positioning and Brand AdvertisingCharles BlanksonUniversity of North TexasStavros P. KalafatisKingston University Business School
INTRODUCTIONReview of the literature shows growing interest and activities attached to the concept of...