Can't get no satisfaction

Jones, Morag Cuddeford
April 2006
Brand Strategy;Apr2006, Issue 201, p24
Trade Publication
The article focuses on the negative effects of the failure of brands to satisfy consumer demand. Marketers are advised that instead of focusing on how to predict demand, they should try to manage it instead by using specific marketing techniques, they must be honest in communicating to stockholders what they are doing about a shortfall in supply, they must supply their retailers with information to pass on to the consumers and must be able to catch up with a short lead time in supplying products to consumers, among others. INSETS: Case study: Cabbage Patch Kids;Case study: Tamiflu.


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