If Brands Are Built Over Years, Why Are They Managed Over Quarters?
Wharton marketing professor Leonard Lodish admits he is somewhat to blame for the erosion in brand pricing power that has hit many consumer-goods companies — but not entirely to blame. In 1993, as store-level scanning data started to become widely available, Lodish coauthored an article outlining its power to gauge the effect of price promotions on revenue. But he also warned that these tools were … [ Read more ]
Content: Article | Author: Leonard Lodish | Source: Knowledge@Wharton | Subject: Marketing / Sales