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Competitive and Monopolistic Aspects
Many different brands Product differentiation
Marketing/Advertising
The power of brand name
Advertising Expenditures (% of 2007 US Sales)Estee Lauder 30 L’Oreal 27
Schering-Plough 24
Mastercard 24
Reckitt Bensicker 20Clorox 17
Molson 14
Campbell Soup 12
Strategia “Italia”