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

by Kevin Ford and J. 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 understanding people as a foundation for brand management. And this is where market research can come in. By...

• Format: Hardcover
• Language: English
• ISBN: 0470012838
• ISBN13: 9780470012833
• Release Date: April 2005
• Publisher: Wiley
• Length: 168 Pages
• Weight: 0.85 lbs.
• Dimensions: 0.7" x 6.3" x 9.3"