Teaching Cases in Management - Os Formadores de Opinião na Alimentação Infantil

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...

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Bibliographic Details
Main Authors: Adilson dos Santos Leandro, José Roberto Ribas, Luciene Nascimento de Almeida
Format: Article
Language:English
Published: Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) 2010-07-01
Series:RAC: Revista de Administração Contemporânea
Subjects:
integrated communication
opinion makers
child nourishment
National Health Council.
Online Access:http://www.anpad.org.br/periodicos/arq_pdf/a_1084.pdf

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