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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.335-355.

Abstract

This case study deals with the following issues: market segmentation; return on investment; pricing, promotion and merchandising; prodcut cannibalisation; role of market research.

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Marketing Commons

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