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Author: Kumar; Steenkamp
Publisher: Deusto

Lenguage: Español

In this book, Kumar and Steenkamp invest the beliefs about white brands, describe the strategies that distributors are using for their brands at all levels and to challenge manufacturers to develop an effective response. Moreover, the authors propose various measures based on international cases and an investigation into the motivations of consumers. The book also offers a series of operational strategies and tools to compete or collaborate with white brands.