Ten guidelines for branding in high-tech markets
Keith Richey, Patrick Tickle and Kevin Lane Keller
Argues that companies operating in high-tech markets have as much need of good branding as any other consumer goods firm, although some adaptation may be needed.
ten guidelines for
branding in highTech markets
Patrick TickleITM SoftwareKevin Lane KellerAmos Tuck School of Business
andKeith Richey
The
growing importance of branding in organisations of all types has led to an
explosion of research and writing on...
