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Abercrombie and Fitch (Spanish version)
Cameron Mahi; David Anderson; Gracie Boelsems; John GarrisonCase IVEY-9B12AS033Marketing, StrategyWith roots in sporting and excursion goods, Abercrombie and Fitch Co. (A&F Co.) has grown into one of the most well-known men and women’s retail clothing brands by 2012. From the beginning, A&F has stuck to (its) knitting by not trying to be all things to all people” and adopted the philosophy of creating a unique brand experience throughout each of its subsidiary brands. The company’s CEO was faced with the decision to focus attention on expandi...Starting at €8.20
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Abercrombie and Fitch
Cameron Mahi; David Anderson; Gracie Boelsems; John GarrisonCase IVEY-9B12A033-EMarketing, StrategyWith roots in sporting and excursion goods, Abercrombie and Fitch Co. (A&F Co.) has grown into one of the most well-known men and women’s retail clothing brands by 2012. From the beginning, A&F has stuck to (its) knitting by not trying to be all things to all people” and adopted the philosophy of creating a unique brand experience throughout each of its subsidiary brands. The company’s CEO was faced with the decision to focus attention on expandi...Starting at €8.20
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Optimal Marketing (Spanish version)
Corstjens, Marcel; Merrihue, JeffreyArticle HBS-R0310HMarketingThis article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Companies selling multiple products in multiple territories face the difficult question of how to allocate marketing resources. But comparing the profit potential of, say, razors in Germany with batteries in the United Kingdom is a difficult analytical task that de...Starting at €8.20