haku: @indexterm Brands / yhteensä: 1643
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| Tekijä: | Michael, B. M. |
| Otsikko: | Wenn die Wertschöpfung weiter sinkt, stirbt die Marke! |
| Lehti: | Zeitschrift für Betriebswirtschaft
2002 : VOL. 72, Ergänzungsheft 1, p. 35-56 |
| Asiasana: | Brands Marketing |
| Kieli: | ger |
| Tiivistelmä: | Today brands are loosing ground: products and marketing-tools have grown too similar; consumers calculate more rationally resulting in a rampant drop-off in prices. Trade has grown his muscle vs. manufacturers; he occupies important segments with own trade brands using competitive pricing to his advantage. If brands are to yield adequate value again, brand management needs to be totally clear about the sensitivities and needs of its target groups: consumer insights are essential to marketing. |
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