Theory
✔ The MetaManagement-model
A brand is a notion unique to the mind of every individual, relating to his/her role in the commercial process. A strong brand would be defined as a distinct notion common to a large population.
With respect to the differing meaning of the brand to different observers, we may divide them into three main groups, according to their relation to and view of the brand ... [read pdf]
✔ General Theory of Marketing
By Carl Eric Linn.
Marketing is, conventionally, an empirical discipline based on a number of minor concepts and reasoning. There are several definitions but no actual, fundamental theory. I propose a definition, in essential confirming to the conventional view that would be generally acceptable ... [read pdf]