Aiming for “brand bonuses” in times of budget cuts
Branding, perceived by the bean-counters as an expense item, is always among the first to go during recessions. In its place are price cuts and price promotions aimed at delivering value to customers. The common (and predictable) belief is to stimulate demand quickly, so as to sustain production and...
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2009
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| Online Access: | https://ink.library.smu.edu.sg/ksmu/289 https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1288&context=ksmu |
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| Institution: | Singapore Management University |
| Language: | English |