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Research papers

Margin optimisation throughout the brand life-cycle

This paper seeks to show how the underlying mechanism that determines the selection of differently priced goods acts through the life cycle of individual brands, and how strategic and tactical changes in the price of a brand affect this relationship....

Catalogue: Seminar 1990: New Product Development
Authors: Warwick Frearson, Trevor Richards
June 15, 1990
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Citation

Frearson and Richards (1990a, June 15). Margin optimisation throughout the brand life-cycle. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/margin-optimisation-throughout-the-brand-life-cycle