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Keywords: Pragmatism
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2015) 33 (6): 865–886.
Published: 07 September 2015
...Dr Ross Brennan and Professor Sue Halliday; Veronika Tarnovskaya Purpose – The purpose of this paper is to explore the nature of brand contract in B2B from two perspectives: the theological and pragmatic. Design/methodology/approach – A review of the branding literature challenges...
