TY  - BOOK
AU  - Wertime, Kent
TI  - Building brands & believers : how to connect with consumers using archetypes
SN  - 9780470820674
SN  - 200327767
U1  - 658.827 WER 
PY  - 2002///
CY  - Hoboken, NJ
PB  - Wiley
KW  - Archetype (Psychology)
KW  - Brand choice
KW  - Consumer behavior
KW  - Marketing - Psychological aspects
N1  - Includes bibliographical references (p. 241-258) and index
ER  -