Martin G. Walser breaks with the well established "advertising paradigm", which postulates that strong brands are above all the result of advertising. Instead, he focuses on "experiential information", i.e. the consumers' experience with the brand, as a main source of brand strength.
- ISBN10 3322816303
- ISBN13 9783322816306
- Publish Date 29 January 2004
- Publish Status Withdrawn
- Out of Print 18 October 2014
- Publish Country US
- Imprint Springer My Copy UK
- Format Paperback (US Trade)
- Pages 328
- Language English