How to Create a Successful Brand on the Confectionery Market?
Amendment made in 2006. The goal of the research is to analyze, summarize and classify the experience of Russian enterprises in the sphere of branding on the confectionery market. The outcome of the research is the matrix of marketing research and strategies of branding which are used or may be used by the producers of confectionery on the Russian market. Thus, any enterprise after making the analysis of the contents of the present research can choose a suitable marketing or branding strategy, taking in account the particular features of its development, recourses and characteristics of expectations of confectionery consumers.
