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| Author: | Rankin, D. |
| Title: | Innovation: why marketers must focus on the imitators |
| Journal: | Admap
2005 : NOV, VOL 40:10, p. 34-36 |
| Index terms: | Marketing Consumers Innovation New products Brands |
| Language: | eng |
| Abstract: | This article deals with the survival of new brands. A new brand cannot survive on innovative consumers alone. It has to appeal to its imitators, too. The brand launch strategies are to be catered for. |
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