The New Brand Landscape

Devaney, Thomas; Brown, Jan
March 2008
Marketing Health Services;Spring2008, Vol. 28 Issue 1, p14
Academic Journal
The article presents advice and information for marketers in healthcare organizations who want to make sure that their marketing strategies are effective. Arguments are presented which suggest that marketers should not focus as much on brand preference which is seen in consumers as they should on their management of brand performance. A discussion of the importance of determining what brand positions or organizational attributes target consumers value, and of determining how competitors' brands perform in the marketplace, is presented.


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