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Better brand health : measures and metrics for a how brands grow world /
Jenni Romaniuk's latest book is about brand health tracking, one of the biggest (and most costly) sources of insights about brand performance and inputs into brand strategy that marketers engage in. But yet most trackers were designed pre-How Brands Grow, and so suffer from being not fit for pu...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico Audiom |
| Idioma: | Inglés |
| Publicado: |
[Place of publication not identified] :
Ascent Audio,
2023.
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| Edición: | [First edition]. |
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
| Sumario: | Jenni Romaniuk's latest book is about brand health tracking, one of the biggest (and most costly) sources of insights about brand performance and inputs into brand strategy that marketers engage in. But yet most trackers were designed pre-How Brands Grow, and so suffer from being not fit for purpose to provide insights to managers looking to grow their brands. Jenni has conducted R & D into brand health tracking for the past decade; much of this is published in a disparate range of academic marketing journals, and some of it is not published because it is more technical. Better Brand Health brings together that R & D with Jenni and the Ehrenberg-Bass Institute's background to help brand managers and researchers design an evidence based, useful brand health tracking research instrument and get the most out of the information to inform their recommendations and implications. |
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| Descripción Física: | 1 online resource (1 audio file (8 hr., 4 min.)) |
| Tiempo de Juego: | 08:04:00 |
| ISBN: | 9781663728159 1663728151 |