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Why and under what conditions are people more likely to buy brand names rather than their generic counterparts?

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Issue:

Business

 

Written by:

Nina K

 

Date added:

April 14, 2015

 

Level:

University

 

Grade:

A

 

No of pages / words:

8 / 1999

 

Was viewed:

1672 times

 

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Essay content:

The advocates of new ways of marketing have mentioned this fact, like Al Ries and Jack Trout, Stan Rapp and Tom Collins. From their research it is understood now that people is more likely to buy brand names that have a positive and unique position in their minds, due to the communication strategy utilized in the marketing campaign, and because the company behind the brand is able to dialogue and interact with the consumer in a way that adds value to the product, under the consumer terms...
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From their research it is understood now that people is more likely to buy brand names that have a positive and unique position in their minds, due to the communication strategy utilized in the marketing campaign, and because the company behind the brand is able to dialogue and interact with the consumer in a way that adds value to the product, under the consumer terms...
displayed 300 characters

General issues of this essay:
“What are the main issues and trends that affect marketing management nowadays and how they influence organizational planning?” A Study of Cultural Barriers in Establishing Brand Names in China Banyan Tree – Developing a Powerful Service Brand CASE STUDY: MARKETING THE ‘LOST’ TV DRAMA ABC’S Integrated Marketing Strategy Consumer Behavior And Marketing Strategy Evaluate the importance of branding, and brand loyalty, to successful marketing. Industrial Marketing Relations Introduction to Consumer Behaviour and Marketing Strategy marketing strategy case study brand consolidation Nokia Brand Marketing Tesco’S Marketing Strategies And The Uk Consumer Perceptions When Launching A New Product, It Is Better To Pursue A Brand Extension Strategy, Than To Develop A New Brand Why and under what conditions are people more likely to buy brand names rather than their generic counterparts? Marketing and Brand Management Internet Marketing: Consumer Behaviour Online
 

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