Building an Integrated Brand Strategy

John W. Shivel

The author describes the 1998 marketing programme for Fruit of the Loom's Lofteez brand. This involved an integrated approach using mailings, telephone marketing, tip-ins and Internet activities.

Building an Integrated Brand Strategy

John W Shivel, Fruit of the Loom

As we rapidly approach the new millennium, marketers are confronted with a plethora of questions and anticipated changes in the way they manage their brand portfolio. Evolution of...

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