Successfully establishing a green image for an established detergent brand

J Rekom, G Sinai

Research output: Chapter/Conference proceedingChapterAcademic

Original languageEnglish
Title of host publicationContemporary perspectives on corporate marketing. Contemplating Corporate branding, marketing and communications in the twenty-first century
EditorsJ.M.T. Balmer, L. Illia, A. Gonzalez del Valle Brena
Place of PublicationLondon and New York
PublisherRoutledge
Pages119-129
Number of pages156
ISBN (Print)9780415662093
Publication statusPublished - 2013

Publication series

SeriesRoutledge interpretive marketing research
Volume17

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