TITLE

Moscow mules and DIY

AUTHOR(S)
Woodger, Clive
PUB. DATE
February 2003
SOURCE
Brand Strategy;Feb2003, Issue 168, p32
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Focuses on the challenges concerning product management in Moscow, Russia. Lack of consumer choice; Complication of achieving efficient marketing and distribution logistics; Behavior of the consumer.
ACCESSION #
9293283

 

Related Articles

  • THE INFLUENCE OF CHOICE JUSTIFICATION AND STIMULUS MEANINGFULNESS ON THE ATTRACTION EFFECT. Malaviya, Prashant; Sivakumar, K. // Journal of Marketing Theory & Practice;Fall2002, Vol. 10 Issue 4, p20 

    The “attraction effect” occurs when preference for a target product increases relative to a competitor when a choice option that is dominated by the target brand, but not by the competitor brand, is included in the choice set. The present article offers an explanation for this...

  • Mind your brands. Gordon, Wendy // Brand Strategy;Nov2002, Issue 165, p31 

    Comments on the dynamic nature of brand memory. Influence of consumer experience and brand encounters on the formation of brand image; Enumeration on the different kinds of brain activity involved in the formation of brand association; Importance of brand memory concept on research and marketing.

  • MEANINGFUL BRANDS AND MEANINGLESS DIFFERENTIATION: THE ROLE OF BRAND EQUITY. Venkatasubramani, Savitha; Moore-Shay, Elizabeth S. // AMA Winter Educators' Conference Proceedings;1998, Vol. 9, p97 

    Evaluates the role of brand equity in the outcome of differentiation strategy. Increase of consumer recall and product preference; Resistance of product to competitive attack; Creation of valued distinction between brands.

  • IF NOT CONSUMERS, THEN WHAT? Hammerbeck, Pauline // Brand Packaging;Jan2010, Vol. 14 Issue 1, p4 

    The author offers her insights on how companies should market their branded products to consumers in a way that these customers will find more value from what they are buying.

  • Unleashing the power of brands. Wah, Louisa // Management Review;Jul/Aug98, Vol. 87 Issue 7, p6 

    Discusses the influence of brands in business success in the United States. Comments on brand management; Establishing company brands and brand communications; Measuring brand equity.

  • Branding strategies in a changing marketing environment (Indian context). Kumar, S. Ramesh // Journal of Brand Management;Sep2003, Vol. 11 Issue 1, p48 

    Analyzes various dimensions associated with branding strategies in the changing Indian marketing context. Challenge of mass markets; Impact of changes in lifestyles, fragmented market segments and consumer preferences and intense competition from the brands of multinational corporations.

  • The Problem With Requirements. Reinertsen, Don // Electronic Design;10/12/98, Vol. 46 Issue 23, p64P 

    Stresses the importance of finding out why customers require something in a product in order to design something that will meet their real needs. Hypothetical situation focusing on a caveman's views on ax design; Customers' tendency to define their requirements based on the existing technology;...

  • The Effects of Advertising Messages about a Non-target Product on the Evaluation of a Target Product: An Experimental Study. Horng-Jinh Chang; Chih-Wen Huang; Ai-Ping Tai // International Journal of Management;Jun2002 Part 1, Vol. 19 Issue 2, p248 

    Investigates the effects of advertising messages about a non-target product on the evaluation of a target product. Concern of advertisers on the effectiveness of advertising messages; Factors influencing consumer judgment; Detection of the general limitations of an advertising message.

  • Building power brands. de Lapuente, Chris // Brand Strategy;Mar2003, Issue 169, p12 

    Focuses on the brand strategy of Procter & Gamble in Europe. Knowledge of the consumers' shopping experience; Advertising priorities; Investment in consumer relations technology.

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics