A Conceptual Framework for Cross-Category Brand Alliance Performance – Cases From an Emerging Country
Authors: Akcay, E., Kooli, K. and Bolat, E.
Conference: 7th EMAC REGIONAL CONFERENCE Where the East kisses the West: Marketing Convergence and Divergence in the New Europe
Dates: 14-16 September 2016
ISBN: 978-9958-25-122-1
Source: Manual