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Strategic
Brand Management
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Multibranding:
The genesis |
| Multibranding,
or the development of several brands in one product, is a tactical
move that can pay rich dividends for a company. However, it
is not a game that everyone can play, says Nabankur Gupta. |
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Exploring
consumer needs
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| Consumer
needs are fundamental to the formulation of any marketing strategy.
S. Ramesh Kumar expounds on the concept of ‘needs’
and how they should be targeted to sell products |
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