What are the conceptual underpinnings of a dual-brand strategy?

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Marketing Strategy

ISBN: 978-0538467384

5th edition

Authors: O.C. Ferrell, Michael D. Hartline

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Question Posted: Aug 01, 2018 12:24 PM

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What are the conceptual underpinnings of a dual-brand strategy?

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Dual branding is a form of strategic alliance It comes into play when two retailers having competed as brands in the past are managed under common ownership as a result of a merger or an acquisition B...View the full answer

Marketing Strategy

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