search query: @indexterm america / total: 110
reference: 30 / 110
| Author: | Clancy, K. J. |
| Title: | Save America's Dying Brands |
| Journal: | Marketing Management
2001 : SEP-OCT, VOL. 10:3, p. 36-41 |
| Index terms: | BRANDS AMERICA MARKETING ANALYTICAL REVIEW |
| Language: | eng |
| Abstract: | The author of the article states that counterintuitive approaches can keep brands from sliding into commodity oblivion. The author answers the question what's happening to America's brands. The author of the article 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 RQ companies can rebuild brands and profits, leaving competitors behind in the dust. |
SCIMA