TITLE

Megabrand, megamistake?

AUTHOR(S)
Mitchell, Alan
PUB. DATE
April 2003
SOURCE
Brand Strategy;Apr2003, Issue 170, p40
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Focuses on the impact of the development of megabrand strategy in marketing a product. Simplification of the operations of companies; Provision of an access for a greater share on the purse of the consumers; Generation of efficiencies in production, supply chain and administration.
ACCESSION #
9539893

 

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