Managing integrated marketing communication (IMC) through strategic decoupling: how luxury wine firms retain brand leadership while appearing to be wedded to the past

Michael B Beverland; Sandra Lorraine Luxton

Managing integrated marketing communication (IMC) through strategic decoupling: how luxury wine firms retain brand leadership while appearing to be wedded to the past

Michael B Beverland, Sandra Lorraine Luxton

Department of Marketing

Research output: Contribution to journal › Article › Research › peer-review

Original language	English
Pages (from-to)	103 - 116
Number of pages	14
Journal	Journal of Advertising
Volume	34
Issue number	4
Publication status	Published - 2005

Cite this

@article{334b4dc2a29d4b449052082e2ba66018,

title = "Managing integrated marketing communication (IMC) through strategic decoupling: how luxury wine firms retain brand leadership while appearing to be wedded to the past",

author = "Beverland, {Michael B} and Luxton, {Sandra Lorraine}",

year = "2005",

language = "English",

volume = "34",

pages = "103 -- 116",

journal = "Journal of Advertising",

issn = "0091-3367",

publisher = "Taylor & Francis",

number = "4",

}

TY - JOUR

T1 - Managing integrated marketing communication (IMC) through strategic decoupling: how luxury wine firms retain brand leadership while appearing to be wedded to the past

AU - Beverland, Michael B

AU - Luxton, Sandra Lorraine

PY - 2005

Y1 - 2005

M3 - Article

SN - 0091-3367

VL - 34

SP - 103

EP - 116

JO - Journal of Advertising

JF - Journal of Advertising

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