TITLE

SAVE America's DYING Brands

AUTHOR(S)
Clancy, Kevin J.
PUB. DATE
September 2001
SOURCE
Marketing Management;Sep/Oct2001, Vol. 10 Issue 3, p36
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
5331240

 

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