Brands laid bare : using market research for evidence-based brand management /

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"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 mas...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Ford, Kevin
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Chichester, West Sussex : Wiley, ©2005.
Temas:
Brand name products > Management.
Marketing research.
Produits de marque > Gestion.
Marketing > Recherche.
BUSINESS & ECONOMICS > Advertising & Promotion.
Brand name products > Management
Marketing research
Acceso en línea:Texto completo
Tabla de Contenidos:
  • What do People Want from a Brand?
  • Further Insight into Needs from Other Perspectives
  • Brand Equity: How do People Assess your Brand Overall?
  • Touchpoints and Brand Physique
  • Segmentation and Targeting: Where should you Aim?
  • Turning Brand Equity into Sales
  • Ups and Downs: Today is Fine, How About Tomorrow?

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