Managing brand portfolio in a crisis: The case of a pharmaceutical company in Egypt
Author's Department
Management Department
Find in your Library
https://doi.org/10.4018/978-1-4666-7393-9.ch011
Document Type
Research Article
Publication Title
Cases on Branding Strategies and Product Development: Successes and Pitfalls
Publication Date
12-31-2014
doi
10.4018/978-1-4666-7393-9.ch011
First Page
254
Last Page
276
Recommended Citation
APA Citation
Nadi, R.
&
Tolba, A.
(2014). Managing brand portfolio in a crisis: The case of a pharmaceutical company in Egypt. Cases on Branding Strategies and Product Development: Successes and Pitfalls, 254–276.
10.4018/978-1-4666-7393-9.ch011
https://fount.aucegypt.edu/faculty_journal_articles/1756
MLA Citation
Nadi, Rafic, et al.
"Managing brand portfolio in a crisis: The case of a pharmaceutical company in Egypt." Cases on Branding Strategies and Product Development: Successes and Pitfalls, 2014, pp. 254–276.
https://fount.aucegypt.edu/faculty_journal_articles/1756