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    Four steps to ensuring best practice in new brand launches

    Crisafulli, Benedetta and Singh, Jaywant (2017) Four steps to ensuring best practice in new brand launches. Admap , ISSN 0001-8295.

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    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: School of Business, Economics & Informatics > Management
    Depositing User: Benedetta Crisafulli
    Date Deposited: 11 Oct 2018 12:58
    Last Modified: 24 Jun 2020 19:26
    URI: https://eprints.bbk.ac.uk/id/eprint/24080

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    • Four steps to ensuring best practice in new brand launches. (deposited 11 Oct 2018 12:58) [Currently Displayed]

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