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Building Networks of Small Brands

Building Networks of Small Brands Examines regional marketing in the food manufacturing industry andhow it can be used to build networks of regionallymarketed brands fornational clout and efficiency, to develop nationallydistributed brandsand to encourage growth on national brands which may be competing instagnant categories. Adopts a case study approach using Borden andCampbell Soup. Investigates approaches to regional marketing and tacklesthe wider implications of the concept for the food manufacturingindustry. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Building Networks of Small Brands

Abernathy, Chris A.
Journal of Services Marketing , Volume 5 (1): 6 – Jan 1, 1991
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0887-6045
DOI
10.1108/EUM0000000002527
Publisher site
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Abstract

Examines regional marketing in the food manufacturing industry andhow it can be used to build networks of regionallymarketed brands fornational clout and efficiency, to develop nationallydistributed brandsand to encourage growth on national brands which may be competing instagnant categories. Adopts a case study approach using Borden andCampbell Soup. Investigates approaches to regional marketing and tacklesthe wider implications of the concept for the food manufacturingindustry.

Journal

Journal of Services Marketing – Emerald Publishing

Published: Jan 1, 1991

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