Successful brand management with limited budget
16 Apr 2006|Added Value
Published in: marketing journal special edition Mittelstand (Issue 2006)
Authors: Kai Lockermann, Simone Becker
There is no question; brand management in today’s performance and hard competition oriented market is not easy. SMEs, which lack in millions of advertising or product development budgets that are available to e.g. large corporations such as Procter & Gamble, Unilever and Nestlé, would therefore have little hope to grant market claim in the long term.
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