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Ford, Kevin

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

Ford, Kevin - Brands Laid Bare: Using Market Research for Evidence-Based Brand Management, ebook

46,20€

Ebook, PDF with Adobe DRM
ISBN: 9780470014387
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Printing50 pages with an additional page accrued every 15 hours, capped at 50 pages
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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 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.

Keywords: BUSINESS & ECONOMICS / Sales & Selling BUS058000

Author(s)
Publisher
John Wiley and Sons, Inc.
Publication year
2005
Language
en
Edition
1
Page amount
168 pages
Category
Economy
Format
Ebook
eISBN (PDF)
9780470014387
Printed ISBN
9780470012833

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