Assume that you are working in the marketing department of a major manufacturer of athletic shoes. Your

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Assume that you are working in the marketing department of a major manufacturer of athletic shoes. Your firm is introducing a new product, a line of disposable sports clothing. You wonder if it would be better to market the line of clothing with a new brand name or use the family brand name that has already gained popularity with your existing products. Make a list of the advantages and disadvantages of each strategy. Develop your recommendation.

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Marketing Real People Real Decisions

ISBN: 9780273758167

2nd European Edition

Authors: Michael R. Solomon

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