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Keywords: Brands
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Journal Articles
The strange online death and possible rebirth of brand theory and practice
Available to Purchase
Aslib Proceedings (2001) 53 (7): 245–249.
Published: 01 September 2001
...Paul Simon Like a thief in the night, the Web has progressively undermined the validity of traditional brand theory and practice.Yet few brand owners and marketers appear to be aware of this fundamental shift and continue to treat the medium as if it were just another distribution channel, when...
