Big Brands are facing big trouble and mergers aren't the solution

Crain, Rance
July 2000
Advertising Age;7/31/2000, Vol. 71 Issue 32, p30
Trade Publication
The article focuses on trends pertaining to advertising, consolidation and mergers in the United States. Key issues that influence the operations of Big Brands and corporations include problems by which advertising is built around the target buyer instead of around the qualities of the product and that advertising must focus on consumer products.


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