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This make as it hard to implement a marketing strategy when it comes to identifying, attracting, and retaining a market (Palumbo, Herbig 2000).
BRANDING
“One of the most important aspects of a company’s global strategy is how it deals with branding. Brands are the most lasting advantages that companies have and it doesn’t matter if the brand relates to products or services, or the name of the corporation itself” (Mooij 2005).
"Branding is the most important thing you can do to increase your bottom line," says branding expert Rob Frankel (Watkins 2001).
According to Kotler (2005 ) the most important ability to a marketer is the ability to create, sustain, protect, and develop brands for their products...
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