Brands Laid Bare Using Market Research for Evidence-Based Brand Management

Brands Laid Bare
  • Engels
  • Hardcover
  • 9780470012833
  • Druk: New title
  • februari 2005
  • 168 pagina's
Alle productspecificaties

Samenvatting

The way we relate to brands has changed. Once, brand management was about doing things to people, and choices were made by brand managers not consumers. Now the focus has shifted towards the customer, empowering them to make choices and treating them as individuals rather than an amorphous mass. A consequence of this is increased interest in understanding people as a foundation for brand management. And this is where market research can come in. By drawing on market research to understand consumers, marketers can better understand how to manage their brand. Exploring a spectrum of 12 customer needs and drawing on first--hand research evidence, Kevin Ford provides a proven framework for understanding what people are really looking for from a brand -- and delivering it.

Productspecificaties

Inhoud

Taal
Engels
Bindwijze
Hardcover
Druk
New title
Verschijningsdatum
februari 2005
Aantal pagina's
168 pagina's
Illustraties
Nee

Betrokkenen

Auteur
Kevin Ford Dr J Kevin Ford
Co-auteur
Dr J Kevin Ford
Uitgever
John Wiley & Sons Inc

Vertaling

Originele Titel
Brands Laid Bare: Using Market Research for Evidence-Based Brand Management

EAN

EAN
9780470012833

Overige kenmerken

Extra groot lettertype
Nee
Gewicht
394 g
Verpakking breedte
160 mm
Verpakking hoogte
19 mm
Verpakking lengte
231 mm

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