Brands laid bare: using market research for evidence-based brand management
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Chichester, West Sussex
Wiley
©2005
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Beschreibung: | Includes index 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? "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"--Provided by publisher |
| Beschreibung: | 1 Online-Ressource (viii, 158 pages) |
| ISBN: | 9780470014387 0470014385 |
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| 500 | |a Includes index | ||
| 500 | |a 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? | ||
| 500 | |a "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"--Provided by publisher | ||
| 650 | 7 | |a BUSINESS & ECONOMICS / Advertising & Promotion |2 bisacsh | |
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| 650 | 7 | |a Marketing research |2 fast | |
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| 650 | 4 | |a Brand name products |x Management | |
| 650 | 4 | |a Marketing research | |
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Datensatz im Suchindex
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| any_adam_object | |
| author | Ford, Kevin |
| author_facet | Ford, Kevin |
| author_role | aut |
| author_sort | Ford, Kevin |
| author_variant | k f kf |
| building | Verbundindex |
| bvnumber | BV042970263 |
| collection | ZDB-4-EBA ZDB-4-EBU |
| ctrlnum | (OCoLC)60423477 (DE-599)BVBBV042970263 |
| dewey-full | 658.827 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.827 |
| dewey-search | 658.827 |
| dewey-sort | 3658.827 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| id | DE-604.BV042970263 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:14:06Z |
| institution | BVB |
| isbn | 9780470014387 0470014385 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028396129 |
| oclc_num | 60423477 |
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| physical | 1 Online-Ressource (viii, 158 pages) |
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| publisher | Wiley |
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| spelling | Ford, Kevin Verfasser aut Brands laid bare using market research for evidence-based brand management Kevin Ford Chichester, West Sussex Wiley ©2005 1 Online-Ressource (viii, 158 pages) txt rdacontent c rdamedia cr rdacarrier Includes index 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? "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"--Provided by publisher BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Brand name products / Management fast Marketing research fast Wirtschaft Brand name products Management Marketing research Erscheint auch als Druck-Ausgabe, Hardcover 978-0-470-01283-3 Erscheint auch als Druck-Ausgabe, Hardcover 0-470-01283-8 http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=130856 Aggregator Volltext |
| spellingShingle | Ford, Kevin Brands laid bare using market research for evidence-based brand management BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Brand name products / Management fast Marketing research fast Wirtschaft Brand name products Management Marketing research |
| title | Brands laid bare using market research for evidence-based brand management |
| title_auth | Brands laid bare using market research for evidence-based brand management |
| title_exact_search | Brands laid bare using market research for evidence-based brand management |
| title_full | Brands laid bare using market research for evidence-based brand management Kevin Ford |
| title_fullStr | Brands laid bare using market research for evidence-based brand management Kevin Ford |
| title_full_unstemmed | Brands laid bare using market research for evidence-based brand management Kevin Ford |
| title_short | Brands laid bare |
| title_sort | brands laid bare using market research for evidence based brand management |
| title_sub | using market research for evidence-based brand management |
| topic | BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Brand name products / Management fast Marketing research fast Wirtschaft Brand name products Management Marketing research |
| topic_facet | BUSINESS & ECONOMICS / Advertising & Promotion Brand name products / Management Marketing research Wirtschaft Brand name products Management |
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