What is it about?
Masstige Theory is based on the relationship Price = f (Mass Prestige) Mass Prestige = f (Product, Promotion, Price strategies)
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Why is it important?
Helps firms to build premium brands.
Perspectives
pl. read the work.
DR JUSTIN PAUL
Universidad de Puerto Rico Recinto de Rio Piedras
Read the Original
This page is a summary of: Toward a masstige theory and strategy for marketing, European J of International Management, January 2018, Inderscience Publishers, DOI: 10.1504/ejim.2018.10012543.
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