Positioning brands against large competitors to increase sales
Year of publication: |
2014
|
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Authors: | Paharia, Neeru ; Avery, Jill ; Keinan, Anat |
Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 51.2014, 6, p. 647-656
|
Subject: | branding | brand management | positioning | competition | consumer behavior | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Wettbewerb | Competition | Markenimage | Brand image | Markenartikel | Brand | Marketingmanagement | Marketing management |
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