Bibliography

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

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

Aaker, David A., and Kevin Lane Keller. (1990). “Consumer Evaluations of Brand Extensions,” Journal of Marketing, V54 (Jan), 27.

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

Abela, Andrew, Bruce H. Clark, and Tim Ambler. “Marketing Performance Measurement, Performance, and Learning,” working paper, September 1, 2004.

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

Ailawadi, Kusum, Donald Lehmann, and Scott Neslin (2003). ...

Get Marketing Metrics 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.