TITLE

The price is right?

AUTHOR(S)
Butscher, Stepna A.
PUB. DATE
December 2004
SOURCE
Brand Strategy;Dec2004/Jan2005, Issue 188, p32
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Discusses how brands can use pricing and brand strategy to expand into low-cost markets in Eastern Europe. Potential of the multi-brand strategy to expand in geographical markets; Capture of market share in low-priced markets without damage to established brands; Success of the two-brand strategy of 3M in the office products market. INSET: Key learnings.
ACCESSION #
15317188

 

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