In licensing, the licensor issues a license to a foreign company to use an item of value for a fee or royalty.

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In licensing, the licensor issues a license to a foreign company to use an item of value for a fee or royalty.

In licensing, the licensor issues a license to a foreign company to use an item of value for a fee or royalty.

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Marketing Management

Edition: 13^th

Authors: Kotler, Keller

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