Marketing, Diversification, Brand
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Marketing, Diversification, Brand


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Short excerpt:

Decisions to expand a product line usually arise when consumers appear to enjoy having a number of brands from which to choose. They may also exhibit a tendency to switch from one brand to another. It may also be that rival companies or firms do not have a product that is comparable or rivals have taken the step to expand their respective product lines (Armstrong and Kotler 2011).

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