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How can premium brands survive during an economic recession?

Date of publication: October 23, 2005

Catalogue: Latin America 2005

Companies: Unilever, ABACO Research, Moskowitz Jacobs Inc.

Authors: Alex Gofman, Karol Sapiro, Mara Pezzotti, Renata Stefaneli, Alan Grabowsky, Howard R. Moskowitz

Abstract:

The paper presents results of a fundamental work conducted across a wide range of Unilever products in Brazil to provide knowledge-based guidance for a multi-faceted CRM program. The paper shows the importance of a systematic research-based approach to problem solution in a challenging business environment. The paper concludes with suggestions and practical recommendations on how the approach can be used on a sustained basis across different industries, and how it can be appropriately modified to apply to smaller companies.

Alex Gofman

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Karol Sapiro

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Mara Pezzotti

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Renata Stefaneli

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Alan Grabowsky

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Howard R. Moskowitz

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Gofman et al. (2005a, October 23). How can premium brands survive during an economic recession?. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/how-to-overcome-the-recession-