It matters who “they” think you are: categorizing the customer in marketing communications and the effects on the customer

Magnus Söderlund, Claes-Robert Julander

Research output: Chapter in Book/Report/Conference proceedingConference contributionProfessional

Original languageEnglish
Title of host publicationThe changing roles od advertising : The 11:th ICORIA
EditorsSara Rosengren
Place of PublicationStockholm
PublisherStockholm School of Economics
Publication date2012
Publication statusPublished - 2012
MoE publication typeD3 Professional conference proceedings
EventICORIA - , Sweden
Duration: 01.01.1800 → …


  • 512 Business and Management

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