Short-Term Gains And Brand Damage
July 30, 20095 min
Marketing is a long-term proposition. A company can get in trouble if it changes its marketing strategy to cope with a short-term problem.
NEW THINKING
Marketing is a long-term proposition. A company can get in trouble if it changes its marketing strategy to cope with a short-term problem.
Price is often the enemy of differentiation.
Emma Smith (not her real name) is the UK marketing manager for a well-known perfume brand. The brand has been on the market for eight years – an eternity in the fast-moving, constantly changing world of fragrances.