Titlebook: Marketing at the Confluence between Entertainment and Analytics; Proceedings of the 2 Patricia Rossi Conference proceedings 2017 The Editor

Pepsin

,Strategic Management of Brand Heritage: Two Positioning Perspectives—Abstract,ner consistent with tradition. The distinction between two positioning based on brand heritage paves the way for further research on the consequences of its activation. Results also suggest that under certain conditions, market orientation neither leads to innovation nor to incremental developments

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