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| Author: | Loker, S. |
| Title: | Jitex: a case study of apparel marketing in the Czech Republic |
| Journal: | International Marketing Review
1995 : VOL. 12:5, p. 49-59 |
| Index terms: | MARKETING PRIVATIZATION CLOTHING INDUSTRY |
| Language: | eng |
| Abstract: | As Czech apparel and textile firms have moved towards privatization following the 1989 revolution, they have reduced their dependence on the state-owned export organization, Centrotex, and they have introduced in-house marketing activities, departments and strategies. The paper discusses the evolving marketing strategies at Jitex, a major formerly state-owned vertical knitting firm. Jitex employs 3,000 people and produces knitted underwear, T-shirts, jogging suits, and also it produces bathrobes. |
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