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Other

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This item is available under a Creative Commons License for non-commercial use only

Publication Details

In Managing Marketing by John A. Murray and Aidan O'Driscoll. Dublin, Gill and Macmillan, 1993, pp.356-372.

Abstract

This case study deals with the following issues: product development; positioning and rationalisation; consumer research; channels of distribution; international marketing; synergy in acquisition; developing a marketing plan.

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