Revitalizing mature packaged goods

Volume: 10, Issue: 4, Pages: 228 - 242
Published: Jul 1, 2001
Abstract
Managers of mature or established brands have received little guidance regarding the strategic and tactical decisions they must make to keep their brands healthy. By focusing on how existing consumers perceive, choose, and use brands, this paper suggests how managers can generate and prioritize strategic and tactical opportunities for revitalizing their brands. Specific recommendations are presented as to how these strategies can be successfully...
Paper Details
Title
Revitalizing mature packaged goods
Published Date
Jul 1, 2001
Volume
10
Issue
4
Pages
228 - 242
Citation AnalysisPro
  • Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
  • Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.