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The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including by researchers from the Department of Computer & Information Sciences involved in mathematically structured programming, similarity and metric search, computer security, software systems, combinatronics and digital health.

The Department also includes the iSchool Research Group, which performs leading research into socio-technical phenomena and topics such as information retrieval and information seeking behaviour.

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Marketing mix efforts and brand equity

Ibeh, K.I.N. and Woisetschläger, David (2009) Marketing mix efforts and brand equity. In: AMA Winter Educators Conference 2009: Marketing Theory and Applications. AMA Educators Proceedings, 20 . Curran Associates, Inc., New York, United States of America. ISBN 9781615671434

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Abstract

Paper discussing marketing mix efforts and brand equity.