Brands laid bare : using market research for evidence-based brand management / Kevin Ford.
Material type:
TextPublisher: Chichester, West Sussex, England ; Hoboken, NJ : John Wiley & Sons, [2005]Copyright date: ©2005Description: viii, 158 pages : illustrations ; 24 cmContent type: - text
- unmediated
- volume
- 0470012838
- 9780470012833
- 658.827 22
- HD69.B7 F67 2005
Contents:
Review: "Based on a unique 'spectrum of needs' for understanding how people interact with brands - what they want from them, how they judge them and ultimately what makes them buy them - Brands Laid Bare uncovers the truth beneath the marketing rhetoric."--BOOK JACKET.
1. What do people want from a brand? -- 2. Further insight into needs from other perspectives -- 3. Brand equity : how do people assess your brand overall? -- 4. Touchpoints and brand physique -- 5. Segmentation and targeting : where should you aim? -- 6. Turning brand equity into sales -- 7. Ups and downs : today is fine, how about tomorrow?
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Book | City Campus City Campus Main Collection | 658.827 FOR (Browse shelf(Opens below)) | 1 | Available | A414181B |
Includes index.
1. What do people want from a brand? -- 2. Further insight into needs from other perspectives -- 3. Brand equity : how do people assess your brand overall? -- 4. Touchpoints and brand physique -- 5. Segmentation and targeting : where should you aim? -- 6. Turning brand equity into sales -- 7. Ups and downs : today is fine, how about tomorrow?
"Based on a unique 'spectrum of needs' for understanding how people interact with brands - what they want from them, how they judge them and ultimately what makes them buy them - Brands Laid Bare uncovers the truth beneath the marketing rhetoric."--BOOK JACKET.
Machine converted from AACR2 source record.
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