TITLE

Identifying the right problem

AUTHOR(S)
Cowan, David
PUB. DATE
September 2005
SOURCE
Brand Strategy;Sep2005, Issue 195, p30
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Reveals why the approach of fictional character Sherlock Holmes is needed to link marketing to profit and market share. Importance of determining the underlying consumer behavior that was causing the sales decline; Kind of advertising needed to tackle the real problem.
ACCESSION #
18290437

 

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