| Autor: |
M. Wayne DeLozier, William W. Thompson, Charles R. Patton |
| Rok vydání: |
2015 |
| Předmět: |
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| Zdroj: |
Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference ISBN: 9783319170541 |
| DOI: |
10.1007/978-3-319-17055-8_24 |
| Popis: |
This paper began with the authors’ survey of the global branding policies of the "big three soapmakers" (Proctor & Gamble, Unilever and Colgate-Palmolive) in ten countries. Now our study has expanded to twenty countries worldwide. This on-going study draws conclusions as to the strategies the big three are employing, especially In product groups where they are competing head-to-head worldwide. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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