The Marketing Challenge in Consumer Products

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[A discussion on the effectiveness of marketing.] Today’s consumer goods industry moves like a roller coaster. Sometimes, the discount trade seems to be the dominant sales form. At other times, the brand experiences a renaissance previously considered almost impossible. Marketing must respond to all these challenges with the right measures or, in an optimal case, […]

[A discussion on the effectiveness of marketing.]

Today’s consumer goods industry moves like a roller coaster. Sometimes, the discount trade seems to be the dominant sales form. At other times, the brand experiences a renaissance previously considered almost impossible. Marketing must respond to all these challenges with the right measures or, in an optimal case, even control actively. This paper aims to initiate a discussion on the effectiveness of marketing in the consumer goods sector.

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