Please use this identifier to cite or link to this item:
https://hdl.handle.net/2440/29388
Type: | Conference paper |
Title: | Need for cognition and product component country of origin evaluation: A conjoint study |
Author: | Karunaratna, A. Quester, P. |
Citation: | Proceedings of the 12th Biennial World Marketing Congress - Academy of Marketing Science 'Marketing in an Inter-Connected World: Opportunities and Challenges', 2005 / DeMoranville, C. (ed./s), pp.368-372 |
Part of: | Proceedings of the 12th Biennial World Marketing Congress - Academy of Marketing Science 'Marketing in an Inter-Connected World: Opportunities and Challenges' |
Publisher: | Academy of Marketing Science |
Publisher Place: | CD ROM |
Issue Date: | 2005 |
Conference Name: | Biennial World Marketing Congress (12th : 2005 : Muenster, Germany) |
Editor: | DeMoranville, C. |
Abstract: | This research draws out emerging issues affecting the business of integrating brands within television programming via interviews with key persons in the Australian industry. Themes such as relationship structures, cross-platform coordination and pricing are discussed, and the challenges of aligning objectives, defining roles, developing valuation methods and managing global strategies are identified. |
Description (link): | http://www.affiniscape.com/associations/213/files/conferences/2005%20wmc%20program.pdf |
Appears in Collections: | Aurora harvest 6 Business School publications |
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