Rediscovering Consumer-Producer Involvement: A Network Perspective on Fair Trade Marketing in the UK
Purpose-The paper aims to investigate the value of a network perspective in enhancing the understanding of the business to consumer marketing of high-involvement product categories. This is achieved through the analysis of the development of fair trade marketing in the UK. Design/methodology/approac...
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| Aineistotyyppi: | Journal article |
| Julkaistu: |
2006
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