Telling the tale: applying a strategic brand storytelling process for STP planning
| Autor: | Elizabeth Randon McDougal, April Kemp, Holly A. Syrdal, Renée Gravois |
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| Rok vydání: | 2021 |
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| Zdroj: | Journal of Strategic Marketing. :1-21 |
| ISSN: | 1466-4488 0965-254X |
| DOI: | 10.1080/0965254x.2021.1892803 |
| Popis: | The Segmentation-Targeting-Positioning (STP) process is a central tenet of marketing, yet can be challenging to implement in practice. Moreover, previous studies have identified a gap between acade... |
| Databáze: | OpenAIRE |
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