Developing brands with qualitative market research /

This text explores the origins, nature and character of brands. By examining how different researchers and commentators have talked about brands and the assumptions about brands which underpin qualitative research practice, we arrive at an overall view of what brands are and what they do.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Chandler, Jon
Otros Autores: Owen, Mike, 1956-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London ; Thousand Oaks, Calif. : Sage, 2002.
Colección:Qualitative market research ; 5.
Temas:
Business names.
Brand name products.
New products.
Marketing research.
Qualitative research.
Raison sociale.
Produits de marque.
Marketing > Recherche.
Recherche qualitative.
BUSINESS & ECONOMICS > Advertising & Promotion.
Brand name products
Business names
Marketing research
New products
Qualitative research
Marktonderzoek.
Kwalitatieve methoden.
Merken.
Produit nouveau.
Produit de marque.
Recherche en marketing.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Acknowledgements; Editorial Introduction; About this Book; 1 Introduction: The Nature of Brands; 2 Brands and the Human Dimension; 3 Branding and Brand Modelling; 4 Why Use Qualitative Research to Look at Brands and Branding?; 5 Research and the Brand Development Process; 6 The Structure of Brand Research; 7 The Content of Brand Research; 8 Developing Brands through Qualitative Research; Bibliography; Index

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