Browsing Produção Intelectual em Bases Externas by Subject "Bens de consumo"

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Consumer brand marketing through full-and self-service channels in an emerging economy

Venkatesan, Rajkumar; Farris, Paul; Guissoni, Leandro Angotti; Neves, Marcos Fava
2015-12

A unique characteristic of emerging economies is the wide variety of dominant channel formats. We evaluate the influence of a brand's marketing mix on channel partners and consumer sales in both full and self-service ...