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文章基本信息

  • 标题:BRANDING IN SMALL BUSINESS
  • 本地全文:下载
  • 作者:Barbu, Catalin Mihail ; Ogarca, Radu Florin ; Barbu, Mihai Razvan Constantin
  • 期刊名称:Management and Marketing Journal
  • 印刷版ISSN:1841-2416
  • 出版年度:2010
  • 卷号:VIII
  • 期号:S1
  • 页码:S31-S38
  • 出版社:University of Craiova, Faculty of Economics and Business Administration
  • 摘要:In this paper we analyzed the branding in small business. Using a desk research on Internet and the press we have identified the practices small businesses use to enhance their brand and the brand dynamics in small business. Our main contribution is that we tried to figure out the strategy of branding in small business. This need further to be investigated in order to understand how branding works in small business and to better capture the role of branding in small business.
  • 关键词:branding; small business; brand strategy
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