The Development and Validation of a Scale Measuring Consumer/Customer-Derived Generic Typology of Positioning Strategies

Author: Blankson Charles   Kalafatis Stavros P.  

Publisher: Routledge Ltd

ISSN: 0267-257X

Source: Journal of Marketing Management, Vol.20, Iss.1-2, 2004-02, pp. : 5-43

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Abstract