TITLE

The New Brand Landscape

AUTHOR(S)
Devaney, Thomas; Brown, Jan
PUB. DATE
March 2008
SOURCE
Marketing Health Services;Spring2008, Vol. 28 Issue 1, p14
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article presents advice and information for marketers in healthcare organizations who want to make sure that their marketing strategies are effective. Arguments are presented which suggest that marketers should not focus as much on brand preference which is seen in consumers as they should on their management of brand performance. A discussion of the importance of determining what brand positions or organizational attributes target consumers value, and of determining how competitors' brands perform in the marketplace, is presented.
ACCESSION #
29975945

 

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