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Dettol : marketing research for understanding consumer evaluations of brand extensions /

This case discusses a marketing research study conducted on brand extensions of Dettol, the iconic brand of Reckitt Benckiser India Limited (RBIL). Dettol is regarded as one of the most trusted brands in the Indian market. In order to achieve fast growth, RBIL introduced several brand extensions of...

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Bibliographic Details
Main Authors: Jaiswal, Anand Kumar (Author), Srivastava, Arpita (Author)
Format: eBook
Language:English
Published: London : Indian Institute of Management, Ahmedabad, 2007.
Series:SAGE business cases.
Subjects:
Marketing research > Case studies.
Product management > Case studies.
Marketing > Recherche > Études de cas.
Produits commerciaux > Gestion > Études de cas.
Marketing research
Product management
Electronic books.
Case studies
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Call Number: HF5415.2 .J35 2007
 
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HF5415.2 .J35 2007 Available