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Marketing faith and marketing practice: a study of product range policy in the Scottish food processing industry

Marketing faith and marketing practice: a study of product range policy in the Scottish food processing industry

Index to Theses Accepted for Higher Degrees in the Universities of Great Britain and Ireland 36(1): 122-123

This is a largely interpretive study of how managing directors and marketing managers in small to medium sized businesses making perishable products perceive and render an account of the way they handle product range discussions. The main focus is on how decisions to add products, modify products and eliminate products are made in the Scottish food processing industry.

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