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Brand Genericide - The Ultimate Marketing Paradox: How genericide makes brand equity a mirage

103,49 
103,49 
2025-07-31 103.4900 InStock
Nemokamas pristatymas į paštomatus per 16-20 darbo dienų užsakymams nuo 19,00 

Knygos aprašymas

One of the greatest challenges faced by marketers comes from an unexpected source - genericide. Genericide is the combination of two words - generic and suicide. It happens when a brand loses its patent or trademark on becoming generic with the category. This paradox stems from the fact that brands pioneering the category and becoming the prototype in the segment usually end up as victims of this insidous "cobra effect".

Informacija

Autorius: Sanjeev Arora
Leidėjas: LAP LAMBERT Academic Publishing
Išleidimo metai: 2020
Knygos puslapių skaičius: 196
ISBN-10: 6203195545
ISBN-13: 9786203195545
Formatas: Knyga minkštu viršeliu
Kalba: Anglų
Žanras: Finance and accounting

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