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Alice Tybout Essays

Three Questions You Need To Ask

The article, About Your Brand authored by Kevin Keller, Brian Sternthal, and Alice Tybout outlines tree critical questions that organizations need to answer in effectively positioning their brands. The first question an organization should consider is whether it has established the right frame of reference. Choosing the proper frame of reference for an organization is critical because ... Read More
Pages: 3       Words: 717
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