Abbott Goes Beyond House of Brands, Boosts Parent Company Marketing - Wall Street Journal (blog)

Abbott Goes Beyond House of Brands, Boosts Parent Company Marketing - Wall Street Journal (blog) | marketing - Google News | December 03, 2014 at 01:27PM

Abbott Goes Beyond House of Brands, Boosts Parent Company Marketing Wall Street Journal (blog) Corporate branding is a staple of marketing by such conglomerates as Walt Disney Co. and Sony Corp. But this approach is new for life-sciences firms, according to Barbara Kahn, a marketing professor at the University of Pennsylvania's Wharton School.

December 03, 2014 at 01:27PM | marketing - Google News

Abbott Goes Beyond House of Brands, Boosts Parent Company Marketing - Wall Street Journal (blog)

marketing - Google News