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商品編號： 9-504-096 出版日期： 2004/06/08 作者姓名： Moon, Youngme 商品類別： Marketing 商品規格： 15p 再版日期： 2004/11/22 地域： Switzerland 產業： Retail and consumer goods 個案年度： 1993 - 1993
商品敘述：
In 1993, the Swatch is the best-selling watch in history. Traces the history of the watch industry up to the early 1980s, when the Swatch was introduced. Describes the various elements that made the Swatch different from any watch the industry had ever seen. Also includes a discussion of SMH, which controls Swatch, exploring how the company has managed the Swatch brand in the context of its brand portfolio (nine global watch brands in total.)
涵蓋領域：
Brand management;Communication strategy;Consumer marketing;Market positioning;Marketing strategy;Product development
相關資料：
, (9-505-010), 18p, by Youngme Moon
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