Leveraging category entry points to drive brand influence in China

This article draws on exclusive research by Publicis Media China and the Ehrenberg-Bass Institute to determine how CEPs drive brand influence in the Chinese ready-to-drink category.

Evolving marketing

With today's information overload, consumer avoidance- especially around marketing and advertising- will only further grow in brand purchase evaluations. The ongoing challenge in the product and service sell, then, is to manage around...

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