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1. Describe some of the analytical techniques used by global marketers. When is it appropriate to use each technique?

2. Coach has been described as "a textbook lesson on how to revitalize a brand" (see Case 6-1). The same could be said for Burberry, the British fashion goods company discussed in Chapter 1. Locate some articles about Burberry and read about the research its management has conducted and the formula it used to polish the brand. Are the approaches evident at Burberry and Coach similar? Are they competitors?

Marketing Management, Management Studies

  • Category:- Marketing Management
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