Brand construction and deconstruction
Article Abstract:
Creating a brand image is the ultimate aim for any business. Generally, technological changes, corporate restructuring, mergers and acquisitions, all cause for brand portfolio decisions, which are typically to drop, combine, or add. The significance of having a brand image, its role in the promotion of the company, its management in the years to come, are discussed.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2003
User Contributions:
Comment about this article or add new information about this topic:
Pulling the right levers
Article Abstract:
The need to tailor marketing techniques in tune with specific requirements of customers and the importance and merits of segmentation for optimizing results in the present complex markets are presented.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2004
User Contributions:
Comment about this article or add new information about this topic:
Is the price really right?
Article Abstract:
The pricing of a product has a direct influence on it's brand revenue. The key elements for designing an effective pricing strategy are discussed.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2005
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: Granite Construction. Homebuilding industry. Granite Construction Inc
- Abstracts: Natural gas (distribution). Natural gas (distribution) industry
- Abstracts: Foreign telecommunications industry. Telecommunications services industry
- Abstracts: Task-related and partner-related selection criteria in UK international joint ventures. Decision-making autonomy in UK international equity joint ventures
- Abstracts: Corporate book and corporate minutes. Special alert: IRS deals major blows to split-dollar arrangements. Split-dollar insurance tax treatment to change