haku: @author Ewing, M.T. / yhteensä: 2
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| Tekijä: | Jevons, C. Ewing, M.T. Khalil, E.L. |
| Otsikko: | Managing brand demise |
| Lehti: | Journal of General Management
2007 : VOL. 32:4, p. 73-81 |
| Asiasana: | brands life cycles |
| Vapaa asiasana: | brand management |
| Kieli: | eng |
| Tiivistelmä: | The paper discusses the assumptions that brands can and should be immortal, and that brand demise is a sign of managerial incompetence. Referring to the literature of product life cycle, brand management and biological metaphor of ageing, the paper argues that brand death is natural and is an inevitable consequence of market turbulence and consumer dynamics. |
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