Coca-Cola is sold worldwide. In some countries, Coca-Cola owns the bottling facilities; in others, it has signed

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Coca-Cola is sold worldwide. In some countries, Coca-Cola owns the bottling facilities; in others, it has signed contracts with licensees or it relies on joint ventures. When selecting a licensee in each country, what factors should Coca-Cola consider?

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Marketing The Core

ISBN: 978-0078028922

5th edition

Authors: Roger A. Kerin, Steven W. Hartley, William Rudelius

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