The Banyan Tree: branding the intangible Jochen Wirtz Jochen Wirtz is an Associate Professor of Marketing and Academic Director of the UCLA – NUS Executive MBA Program…
1.The Banyan Tree: branding the intangibleJochen WirtzJochen Wirtz is anBanyan Tree Hotels and Resorts had become a leading player in the luxury resort and spa marketAssociate…
Banyan Tree Hotels & Resorts Banyan Tree Holdings Limited (“Banyan Tree” or the “Group”) is a leading manager and developer of premium resorts, hotels and spas…