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Branding Strategies for Digital TV Channels
2012This chapter analyses the impact of digitalization on TV marketing strategies focusing on the role of brand as a loyalty-based resource, available to digital television networks to create a sustainable competitive advantage. We analyze the cognitive process adopted by a viewer in the selection process of a TV channel and provide managerial implications
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Digital TV: Artificial Obsolescence?
Physics Today, 2000William C. Meecham, Louis Bloomfield
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