An Explanation for Partial Forward Integration: Why Manufacturers Become Marketers
Manufacturers are seeking new ways to exercise control over how consumers experience their brands and the division of responsibility for manufacturing and marketing activities is getting redefined in the process. A significant number of manufacturers now sell their products through company-owned sto...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2002
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/2404 https://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.8.4066 |
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| Institution: | Singapore Management University |
| Language: | English |