Abstract
In Chapter 1 we referred to the organisation’s marketing assets. Top of the list was ‘brand names’. Figure 1.2, repeated here as Figure 11.1, depicted the nature of the ‘offer’ made by organisations to their customers.
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© 1995 Martin Christopher and Malcolm McDonald
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Christopher, M., McDonald, M. (1995). Branding. In: Marketing. Palgrave, London. https://doi.org/10.1007/978-1-349-23858-3_11
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DOI: https://doi.org/10.1007/978-1-349-23858-3_11
Publisher Name: Palgrave, London
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