Branding as a market shaping activity: a case study in the construction industry

Conference paper

Hilary Collins, Florence Crespin-Mazet and Karine Goglio-Primard

Marketing Trends Annual Conference, 10th (Paris, France, 20/01/2011–22/01/2011)

01/01/2011

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Title: Branding as a market shaping activity
Creators: Hilary Collins (Author)
Florence Crespin-Mazet (Author)
Karine Goglio-Primard (Author)
Creators - without role: Hilary Collins
Florence Crespin-Mazet
Karine Goglio-Primard
Conference: Marketing Trends Annual Conference, 10th (Paris, France, 20/01/2011–22/01/2011)
Identifiers: 9917903109453
Academic Unit: emlyon business school
Language: English
Resource Type: Conference paper
Local Fields: 88687