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The evolution in consumer marketing is causing everyone to think in new ways. Today’s consumers may not be reached effectively via TV, radio or print media but they may be open to Internet advertising, product placement advertising, loyalty offers, word of mouth or point of sale. On the customer side, trade promotions and other efforts need to be coordinated and targeted to drive incremental volume and profits. The key to managing this new complexity is to integrate brand management activities across your organization.
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