La marca como herramienta competitiva del juguete en España

Brands are strategic assets with a high value for toy companies. Like this, in opposition to a notdifferentiated offer by white brands, based on imitation of products which exist previously in the market, brands represent the commitment to quality, innovation and added value.The importance of brands...

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Veröffentlicht in:	Economía industrial 2009 (372), p.65-74
1. Verfasser:	Francés Barceló, María Teresa
Format:	Artikel
Sprache:	spa
Schlagworte:	brands children competitive strategy comportamiento del consumidor consumer behaviour España estrategia competitiva Industria del juguete marcas niños Spain Toy industry
Online-Zugang:	Volltext
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