haku: @author Wadia, K. / yhteensä: 1
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| Tekijä: | Wadia, K. |
| Otsikko: | The Future of Brand Marketing in Asia |
| Lehti: | Journal of Direct Marketing
1997 : SUMMER, VOL. 11:3, p. 58-63 |
| Asiasana: | BRANDS DIRECT SELLING ASIA |
| Kieli: | eng |
| Tiivistelmä: | The value of a brand is based on the premise that consumers' familiarity with an established brand is far more likely to allow the brand owner to maintain higher profit margins, particularly when faced with new or lower-priced competitors. Fair enough, but it is the issue of how the familiarity is to be maintained and built further that is now causing brand owners to reassess the allocation of their marketing budgets, and possibly reduce the influence of the very organizations that helped build those brands in the first place - advertising agencies. |
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