Demonstrates the danger of believing that a successful product in one market will do well in the other, the global implementation of a bad marketing, bad marketing strategy and implementation in general, where studies have been used to back a decision on how to proceed, the need for a comprehensive marketing strategy to launch a new brand and over-reliance on advertising push to spread the new brand. In 1992, ECCH Award winner. "Hide
by Sandra Vandermerwe, Carter Powis Source: IMD 24 pages. Publication Date: 01 January 1990. Prod. #: IMD071-PDF-ENG
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