Mapping Retail Spots: A Retail Branding Perspective
A Quantitative Research Study on Retail Store Branding
978-3-8484-4472-4
3848444720
56
2012-03-21
49.00 €
eng
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With the growing realization that brands are one of a firm’s most valuable intangible assets, branding has emerged as a top management priority in the last decade. This book integrates lessons from branding and retail image research to provide a better understanding of how retailers create their brand images, paying special attention to the role of the manufacturer and private label brand assortment
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