When the name is the game

M. Bertini; John Gourville; Elie Ofek

doi:10.1111/j.1467-8616.2011.00774.x

When the name is the game

M. Bertini, John Gourville, Elie Ofek

Producción científica: Artículo en revista indizada › Artículo › revisión exhaustiva

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Resumen

In Romeo and Juliet, the fair maiden asks, "What's in a name?" When it comes to marketing next-generation products for the global marketplace, Marco Bertini, John Gourville and Elie Ofek have done extensive research and found that names can play an enormous role in a product's success.

Idioma original	Inglés
Páginas (desde-hasta)	50-55
Número de páginas	6
Publicación	Business Strategy Review
Volumen	22
N.º	3
DOI	https://doi.org/10.1111/j.1467-8616.2011.00774.x
Estado	Publicada - sept 2011
Publicado de forma externa	Sí

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10.1111/j.1467-8616.2011.00774.x

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When the name is the game

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