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Keywords: Decolonisation
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2023) 57 (11): 2918–2944.
Published: 26 October 2023
...Wilhelmina Johanna Greeff Purpose This paper aims to offer practical, data-led guidance for the decolonisation of marketing strategy, especially as it relates to customer engagement. It does so with an acute understanding of the constraints of brand legitimacy. Design/methodology/approach...
