haku: @indexterm Brands / yhteensä: 1643
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| Tekijä: | Kumar, N. |
| Otsikko: | Kill a brand, keep a customer |
| Lehti: | Harvard Business Review
2003 : DEC, VOL. 81:12, p. 86-95 |
| Asiasana: | Marketing Brands Products Planning Profit Customers Companies |
| Kieli: | eng |
| Tiivistelmä: | Smart companies regularly rationalize brand portfolios to maximize profits. If you do the job well, you can serve customers better at the same time. This article describes research examining factors to consider in brand deletion and the management of brand portfolios of business enterprises. The analysis included Diageo, Nestle, Procter & Gamble and Unilever. |
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