Crisafulli, Benedetta and Singh, Jaywant (2017) Four steps to ensuring best practice in new brand launches. Admap , ISSN 0001-8295.
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Official URL: https://www.warc.com/content/paywall/article/admap...
Abstract
When introducing new brands and/or extensions, substantial promotion is often used to encourage trial and purchases . B ut are marketing communications at new brand launch effective ? What are the best practice tools for measuring the success of new brands and extensions?
Metadata
| Item Type: | Article |
|---|---|
| School: | Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Depositing User: | Benedetta Crisafulli |
| Date Deposited: | 11 Oct 2018 12:58 |
| Last Modified: | 02 Aug 2023 17:44 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/24080 |
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