Teaching Cases in Management - Os Formadores de Opinião na Alimentação Infantil
This paper deals with product positioning strategy and is based on the influence made by opinion makers on consumer behavior. The case study describes how Biogood has developed its marketing integrated communication regarding child nourishment, by matching its image with science through R&D inve...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2010-07-01
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| Series: | RAC: Revista de Administração Contemporânea |
| Subjects: | |
| Online Access: | http://www.anpad.org.br/periodicos/arq_pdf/a_1084.pdf |