消费者抵制与品牌营销范式创新
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外国经济与管理 2004 年 第 26 卷第 08 期, 页码：35 - 39
摘要
参考文献
摘要
今天的品牌正在遭受消费者抵制的冲击和影响。本文将消费者抵制区分为三种基本的类型 ,并且认为它们产生的根本原因在于现代品牌营销范式与后现代消费文化之间的内在冲突。在此基础上 ,本文详细介绍了企业应对消费者抵制的五种后现代品牌营销技术。
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引用本文
王长征. 消费者抵制与品牌营销范式创新[J]. 外国经济与管理, 2004, 26(8): 35–39.
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