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

Brands Laid Bare : Using Market Research for Evidence-Based Brand Management
Brands Laid Bare Using Market Research for Evidence-Based Brand Management
Author: Kevin Ford
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 und...  more »
ISBN-13: 9780470012833
ISBN-10: 0470012838
Publication Date: 4/29/2005
Pages: 168
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Publisher: John Wiley Sons
Book Type: Hardcover
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