SAVE America's DYING Brands

Clancy, Kevin J.
September 2001
Marketing Management;Sep/Oct2001, Vol. 10 Issue 3, p36
What's happening to America's brands? We discovered startling evidence proving that an over-reliance on intuition and gut instinct to make critical business decisions has led to brand commoditization. Fortunately, there's hope. By putting marketing back at the center of their business universe, refocusing on marketing fundamentals, and using new technologies for improving marketing ROI, companies can rebuild brands and profits, leaving competitors behind in the dust. INSET: The Brand Commoditization Study.


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