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Keywords: SME branding/marketing
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Journal Articles
International Journal of Retail & Distribution Management (2012) 40 (2): 157–175.
Published: 10 February 2012
...‐sized enterprises Owner‐managers Retailing Retail branding Brand management SME branding/marketing What is a brand? This classic marketing question continues to baffle, confound and fascinate academics and practitioners alike (Gabbot and Jevons, 2009). The brand's encroachment...
