How can premium brands survive during an economic recession?

Date of publication: October 23, 2005

Catalogue: Latin America 2005

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.

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