4 What values/benefits can LEGO transfer to the licensee (e.g. Ka-Boo-Ki) apart from the use of the...
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4 What values/benefits can LEGO transfer to the licensee (e.g. Ka-Boo-Ki) apart from the use of the LEGO brand?
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Global Marketing A Decision Oriented Approach
ISBN: 9781408212011
4th Edition
Authors: Svend Hollensen
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