Marketing: Brand Management for the Next Millennium

Abstract

When the big ball comes down in Times Square on January 1, 2001, a lot of seemingly far‐sighted company and product names such as 20th Century Fox, 20th Century Funds, and Gateway 2000 will become anachronisms.

Citation

Bell, J. (1998), "Marketing: Brand Management for the Next Millennium", Journal of Business Strategy, Vol. 19 No. 2, pp. 7-10. https://doi.org/10.1108/eb039914