Authenticity: Further theoretical and practical development
Author:
Publisher
Springer Science and Business Media LLC
Subject
Marketing,Strategy and Management
Link
http://link.springer.com/content/pdf/10.1057/bm.2011.51.pdf
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4. Beverland, M. and Luxton, S. (2005) Managing integrated marketing communication (IMC) through strategic decoupling: How luxury wine firms retain brand leadership while appearing to be wedded to the past. Journal of Advertising 34 (4): 103–117.
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