Harvard Business Review , Volume 88 - Issue 1 p. 94- 101
Imagine a brand manager sitting in his office developing a marketing strategy for his company’s new sports drink. He identifi es which broad market segments to target, sets prices and promotions, and plans mass media communications. The brand’s performance will be measured by aggregate sales and profi tability, and his pay and future prospects will hinge on those numbers.
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Rust, R.T, Moorman, C, & Gaurav, B. (2010). Rethinking Marketing. Harvard Business Review, 88(1), 94–101. Retrieved from http://hdl.handle.net/1765/20981