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资料简介：

Ford Motor Company Product Planning Process
Why brand marketing?
Consumer Insight
Integrate Brand Marketing Into Business
Case Study – Product Planning
Summary and Q&A

 

Why Brand Marketing?
  Proliferation of product choices in the market
  Increasing number of products with similar quality
   and performance
  Product-based competitive advantages are short-
   lived
  Consumers are looking for ways to simplify choices
  Globalization and Powerful Global Brands
 Why are we placing such emphasis on brand, and on brand marketing?
 (go through the list)

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