Trustmarketing: The Brand Relationship Marketing Mandate for the 90's

In this 1993 4A's (the American Association of Advertising Agencies) article, Larry Light, chairman of The Coalition for Brand Equity, advises advertisers not to prioritise consumer price loyalty over brand loyalty - in other words, not to concentrate too much on deep discounting to drive growth.

Trustmarketing: The Brand Relationship Marketing Mandate for the 90's

Larry LightThe Coalition for Brand Equity

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