Posted by & filed under Part 1 Business in a Global Environment, Part 4: Marketing Management.

Description: If it ain’t broke, don’t fix it, is such a cliché that it has spawned its own cliché: If it ain’t broke, break it. Unfortunately, that’s just what many companies do unwittingly to their branding programs, playing into the hands of public enemy No. 1 in today’s marketing environment: fragmentation.


Date: May 10, 2012


Questions for Discussions:

  • What is the fundamental strategic issue addressed in this article?
  • How does the author suggest it can be resolved? Do you agree?


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