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National brands, local branding: conclusions and future research opportunities

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The authors respond to the comments of three experts regarding the article "Consumer Packaged Goods in the United States: National Brands, Local Branding." They summarize several general directions for further research that have emerged from this discussion. Practitioners appear to be aware of the striking geographic differences in performance that many brands face across U. S. markets. Although the sources of these differences remain unclear, marketers nevertheless routinely take great care to tailor their marketing to local brand performance. Determining the sources and the economic consequences of these differences presents an excellent opportunity for future academic research which, to date, has studied geography only in a very limited context. Two general themes for further research emerge from the discussion: identifying the origins of the persistent share differences and answering questions about the spatial scale at which geography might be expected to matter and, perhaps more important, the scope of an "independent market.".Printed Journal

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Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Geography Consumer goods Market research House Brands Packaged goods
ISBN/ISSN	222437
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data