Retailer Advertising and Retail Competition in the UK |
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Authors: | Christina Fulop |
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Institution: | Faculty of Business, Economics and Social Studies City of London Polytechnic |
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Abstract: | Radical changes have occurred in distribution in the UK over the past three decades. These structural changes have stimulated most retailers to increase their real advertising expenditure. The author analyses the main factors that have brought about the growing intensity of retail advertising as a form of non-price competition. |
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