Home Marketing Marketing mix Positioning the brand (PDF)

Positioning the brand (PDF)

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Positioning the brand in full in PDF format taken from edition 2 of Business Case Studies.

This case study focuses upon just one of the many products from the diverse businesses of American home products - Chap Stick. From its early origins as a simple health care product, it has become, today, a highly sophisticated and successful product in an extremely competitive market.

Read the case study online here


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