Question
Some marketers feel that the image of the particular channel in which they sell their products -- whether online or bricks-and-mortar -- does not matter;
Some marketers feel that the image of the particular channel in which they sell their products -- whether online or bricks-and-mortar -- does not matter; others maintain that channel image is critical and must be consistent with the product's image.Take a position: do channel images affect brand images?
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Marketing Management
Authors: Dawn Iacobucci
1st edition
1285429958, 978-1285429953
