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Branding is one of the most important, and arguably the most visible, manifestations of 'marketing'. Brands are not just important for identifying products, they also add greatly …
This four-volume collection focuses on emerging and cutting-edge work which is shaping the contemporary landscape of consumer research. The volumes bring together key conceptual …
This four-volume major work brings together the key articles on marketing theory, with a distinctive focus on international developments in the field. In the past few years, the …