Dettol : managing brand extensions /

What next? wondered Vishal Khanna,a 1 General Manager (Marketing), Reckitt Benckiser India Limited (RBIL), as he sat gazing at the Boston Consulting Group's (BCG) matrix of Dettol brand extensions (see Exhibit 1). It was December 20, 2006, and Khanna, who had recently joined the company, had be...

Full description

Bibliographic Details

Main Authors:	Jaiswal, Anand Kumar (Author), Shrivastav, Arpita (Author), Kothari, Dhwani (Author)
Format:	eBook
Language:	English
Published:	London : Indian Institute of Management, Ahmedabad, 2007.
Series:	SAGE business cases.
Subjects:	Product management. Produits commerciaux > Gestion. Product management Electronic books.
Online Access:	Connect to the full text of this electronic book