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Chapter title |
Do Charities Benefit from a Top-Dog or Underdog Positioning Strategy? An Abstract
|
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Chapter number | 96 |
Book title |
Marketing Transformation: Marketing Practice in an Ever Changing World
|
Published by |
Springer, Cham, June 2017
|
DOI | 10.1007/978-3-319-68750-6_96 |
Book ISBNs |
978-3-31-968749-0, 978-3-31-968750-6
|
Authors |
Myron Glassman, Mahesh Gopinath, Aaron Arndt |