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Other Papers on :Marks and Spencer

Other Papers on :Marketing Dissertations

P/M/227. Dissertation. Brand Stretching for Marks and Spencer

(2003, 10000 words)

This dissertations reviews current literature on brand stretching and brand extension analysing whether Marks and Spencer possesses necessary characteristics and competences to successfully stretch its brand to overcome current difficulties. Research consisted of qualitative questionnaires. Analysis of findings revealed that Marks and Spencer can stretch its brand, however careful consideration is necessary to make appropriate and successful selection of products for brand extension.
 
   
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