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Building Brands in SMEs

In: Entrepreneurial Marketing for SMEs

Author

Listed:
  • Luca Cacciolatti

    (University of Westminster)

  • Soo Hee Lee

    (University of Kent)

Abstract

Brands are nowadays paramount to the success of an organisation. We live in a branded world. If you look around, everything you use in your life, be it clothes or electrical appliances, books or pens, means of transport or a take-away meal, you cannot avoid encountering brands.

Suggested Citation

  • Luca Cacciolatti & Soo Hee Lee, 2015. "Building Brands in SMEs," Palgrave Macmillan Books, in: Entrepreneurial Marketing for SMEs, chapter 10, pages 157-172, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-53258-9_10
    DOI: 10.1057/9781137532589_10
    as

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