Bibliography

Aaker, David A. (1991). Managing Brand Equity, The Free Press.

Aaker, David A. (1996). Building Strong Brands, The Free Press.

Aaker, David A., and James M. Carman. (1982). “Are You Over Advertising?” Journal of Advertising Research, 22, 57–70.

Aaker, David A., and Kevin Lane Keller. (1990). “Consumer Evaluations of Brand Extensions,” Journal of Marketing, 54, 27.

Abela, Andrew, Bruce H. Clark, and Tim Ambler. (2004). “Marketing Performance Measurement, Performance, and Learning,” working paper.

Abraham, Magid H., and Leonard M. Lodish. (1990). “Getting the Most Out of Advertising and Promotion,” Harvard Business Review, 68(3), 50–58.

Ailawadi, Kusum, and Paul W. Farris. (2017). “Managing Multi- and Omni-Channel Distribution: Metrics ...

Get Key Marketing Metrics, 3rd Edition now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.