Abstract
I recently shared a lift with a senior sales executive of a major British food manufacturer. He had just emerged from my company’s buying office with the news that one of his major brands, a household name, was being dropped. During the awkward silence that these short journeys seem to produce, his expression was an odd mixture of suppressed rage and a plea for understanding.
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© 1987 John M. Murphy
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Leahy, T. (1987). Branding — the Retailer’s Viewpoint. In: Murphy, J.M. (eds) Branding: A Key Marketing Tool. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-08280-3_11
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DOI: https://doi.org/10.1007/978-1-349-08280-3_11
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-08282-7
Online ISBN: 978-1-349-08280-3
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