Abstract
Licensing, usually thought to be almost the exclusive province of very large, if not multinational, firms, !.as been found to be otherwise. The subject appears to be of considerable interest to smaller firms. The financial aspects of that interest suggest that marketers have in licensing a potential goldmine.
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© 2015 Academy of Marketing Science
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Townsend, J.B., Maxfield, M.W. (2015). Licensing: A Marketing Bonanza?. In: Bellur, V. (eds) The 1980’s: A Decade of Marketing Challenges. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16976-7_46
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DOI: https://doi.org/10.1007/978-3-319-16976-7_46
Publisher Name: Springer, Cham
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