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Original Articles

Branding and the Marketing Mix Examined in a Benetton Franchise

Pages 149-168 | Received 18 Sep 1997, Accepted 08 May 1998, Published online: 30 Mar 2009

REFERENCES

  • Jancowicz , A. D. 1994 . Business Research Projects , London : Thomson Free Press .
  • McGoldrick , P. J. 1994 . Retail Marketing , London : McGraw-Hill .
  • Nicosia , F. M. 1968 . Consumer Behaviour and Simulation. . J. Advert. Res. , 8 ( 1 ) : 29 – 37 .
  • Rice , F. 1992 . What Intelligent Consumers Want. . Fortune , Dec. : 42 – 46 .

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