Business Services Industry
Australian marketing: 'depressing'.
Australasian Business Intelligence, November, 2006
Byline: Heather Ferguson
Nov 23, 2006 (B&T Weekly - ABIX via COMTEX) -- Australian companies need to concentrate on better marketing. In 2006 Mark Ritson - an associate professor from the Melbourne Business School - surveyed branding of Australian companies and found that they were overshadowed by foreign companies. The survey was conducted by interviewing more than 2000 consumers and using the results to achieve a ranking according to Net Promoter Scores. Scores were calculated on whether or not an individual would recommend a brand. Bendigo Bank and "Australian Financial Review" were amongst the few high-scoring brands, while the Commonwealth Bank scored amongst the lowest.
Publication Date: 17 November 2006
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