Individuals and organizations: decision making in marketing
It is time to rethink marketing strategies traditionally linked to business success. Prof. dr. Henry Robben and dr. Letizia Alvino's research shows that creating a strong and positive image is the deciding factor in determining whether a company will win or lose in a market. Moreover, it is more important to decide where to compete than how.
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Author
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Prof. dr. Henry Robben
Job title: Professor