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Journal Articles

Low involvement brands: is the brand manager to blame?

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Gil McWilliam
Journal: Marketing Intelligence & Planning
Marketing Intelligence & Planning (1997) 15 (2): 60–70.
https://doi.org/10.1108/02634509710165867
Published: 01 April 1997
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Journal Articles

Branding Terminology – The Real Debate

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Gil McWilliam, Leslie De Chernatony
Journal: Marketing Intelligence & Planning
Marketing Intelligence & Planning (1989) 7 (7-8): 29–32.
https://doi.org/10.1108/02634509010002891
Published: 01 July 1989
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