Brands Laid Bare: Using Market Research For Evidence-based Brand Management - Couverture rigide

Ford, Kevin

 
9780470012833: Brands Laid Bare: Using Market Research For Evidence-based Brand Management
Couverture rigide
ISBN 10 : 0470012838 ISBN 13 : 9780470012833
Editeur : John Wiley & Sons Inc, 2005

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

Kevin Ford provides a practical checklist for accurately assessing your brand's health and a template for comparison of brands across categories, delivering an unprecedented level of understanding for market researchers and advertisers alike.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
John Wiley & Sons Inc
Date d'édition
2005
Langue
anglais
ISBN 10 
0470012838
ISBN 13 
9780470012833
Reliure
Relié
Nombre de pages
168
Coordonnées du fabricant
non disponible
Personne responsable
non disponible