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Intel Inside

Author: Weinstein, David INSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 1994.Language: EnglishDescription: 19 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: Intel founded its highly visible "Intel Inside" campaign. Some OGMs have enthusiastically adopted the Intel Inside label and others are reticent. Should the campaign continue? If yes, how? Should it have been authorized in the first place?Pedagogical Objectives: Assessment of brand equity. Identification channel conflict. Building market power via differentiation.
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Item type Current location Collection Call number Status Date due Barcode Item holds
INSEAD Case Europe Campus
INSEAD Publications Display
Print Consultation only BC000132
Total holds: 0

Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>

Assessment of brand equity. Identification channel conflict. Building market power via differentiation.

Intel founded its highly visible "Intel Inside" campaign. Some OGMs have enthusiastically adopted the Intel Inside label and others are reticent. Should the campaign continue? If yes, how? Should it have been authorized in the first place?

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