TY  - BOOK
AU  - Buck, Stephan
TI  - Advertising and the long-term success of the premium brand
SN  - 1841160768
U1  - 659.1 
PY  - 2001///
CY  - Washngton: 
PB  - World Advertising Research Center
KW  - advertising
KW  - brand
KW  - brand success
KW  - EDLP
KW  - FMCG advertising
KW  - voiceshare vs. marketshare
ER  -