... at: pitta@comcast.net © Emerald Group Publishing Limited 2008 Obesity Behaviour modification Target markets Communication management Sometimes, the important foundation for a successful new product launch, targeting the right customer segment, gets insufficient attention. An important...

... identity Communication management The decision to extend a brand or create a new brand is often problematic. Many disadvantages of brand extensions have been suggested in the marketing literature such that brand extension can confuse consumers, encounter retailer resistance, hurt the parent...