Kill a brand, keep a customer

Kill a brand, keep a customer

Kill a Brand, Keep a CustomerMost brands don't make much money. Year after year, businesses generate 80% to 90% of their profits from less than 20% of their brands. Yet most companies tend to ignore loss-making brands, unaware of the hidden costs they incur.That's because executives believ...

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Bibliographic Details
Main Author: KUMAR, Nirmalya
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2003
Subjects:
Product management
Business enterprises
Business planning
Corporate profits
Brand name products
New product development
Commercial products
Marketing
Executives
Commodity Contracts Brokerage
Commodity Contracts Dealing
Marketing Consulting Services
Strategic Management Policy
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/5185
https://ink.library.smu.edu.sg/context/lkcsb_research/article/6184/viewcontent/KillBrandKeepCustomer_2003_HBR_afv.pdf
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Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/lkcsb_research/5185
https://ink.library.smu.edu.sg/context/lkcsb_research/article/6184/viewcontent/KillBrandKeepCustomer_2003_HBR_afv.pdf

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