Four steps to ensuring best practice in new brand launches
Date
2017-05-01
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Authors
Supervisor/s
Journal Title
Journal ISSN
Volume Title
Publisher
Ntc Publications
Department
Type
Article
ISSN
0001-8295
Format
Citation
Benedetta Crisafulli and Jaywant Singh. Four steps to ensuring best practice in new brand launches. Admap, May 2017 pp10-12
Abstract
When introducing new brands and/or extensions, substantial promotion is often used to encourage trial and purchases. But are marketing communications at new brand launch effective? What are the best practice tools for measuring the success of new brands and extensions?
Description
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