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Authors: Banerjee, Bibek; Raghuram, G;

Reference No: MAR0319(A) Pages: 28 Published on: 30, October, 1998

Abstract: The case presents a review of the marketing strategy by its Ahmedabad based Ashima Attires (AA) for recently launched ready to stitch (RTS) shirting and trouser fabric brand called Icon. The focus is on the product offer, promotion, pricing, distribution, retailing, and logistics for the success of Icon. The company ... More

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