Brand Genericide - The Ultimate Marketing Paradox
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  • Anglický jazyk

Brand Genericide - The Ultimate Marketing Paradox

Autor: Sanjeev Arora

One of the greatest challenges faced by marketers comes from an unexpected source - genericide. Genericide is the combination of two words - generic and suicide. It happens when a brand loses its patent or trademark on becoming generic with the category.... Viac o knihe

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bežná cena: 74.00 €

O knihe

One of the greatest challenges faced by marketers comes from an unexpected source - genericide. Genericide is the combination of two words - generic and suicide. It happens when a brand loses its patent or trademark on becoming generic with the category. This paradox stems from the fact that brands pioneering the category and becoming the prototype in the segment usually end up as victims of this insidous "cobra effect".

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