Jenni (International Director, International Director, Ehrenberg-Bass Institute) Romaniuk

Better Brand Health

The book is about brand health tracking, one of the biggest (and most costly) sources of insights about brand performance and inputs into brand strategy that marketers engage in. But yet most trackers were designed pre-How Brands Grow, and so suffer from being not fit for purpose to provide insights to managers looking to grow their brands. Jenni has conducted R&D into brand health tracking for the past decade, much of this is published in a disparate range of academic marketing journals, some of it is not published because it is more technical.This book brings together that R&D with Jenni and the Ehrenberg-Bass Institutes background in How Brands Grow to help brand managers and researchers design an evidence based, useful brand health tracking research instrument and help them get the most out of the information to inform their recommendations and implications.

The book is about brand health tracking, one of the biggest (and most costly) sources of insights about brand performance and inputs into brand strategy that marketers engage in. But yet most trackers were designed pre-How Brands Grow, and so suffer from being not fit for purpose to provide insights to managers looking to grow their brands. Jenni has conducted R&D into brand health tracking for the past decade, much of this is published in a disparate range of academic marketing journals, some of it is not published because it is more technical.This book brings together that R&D with Jenni and the Ehrenberg-Bass Institutes background in How Brands Grow to help brand managers and researchers design an evidence based, useful brand health tracking research instrument and help them get the most out of the information to inform their recommendations and implications.

Jazyk anglický
Vydavateľ Oxford University Press Australia
Počet strán 256
Typ viazania Hardback
Hmotnosť (g) 498 g
Rozmery (š-v-h) 236 x 163 x 21
EAN 9780190340902
Dodacia doba nedostupné


Dalšie obľúbené tituly z kategórie:


Muži s vôňou
-9%
Marcela Gaľová
Dodacia doba
online cena - Skladom - 1 pracovný deň
14,90 €
13,56 €
The Final Gambit
Jennifer Lynn Barnes
Dodacia doba
online cena - Skladom - 1 pracovný deň
12,95 €
Počúvaj zvuky - Farma
-9%
Charlie Pop
Dodacia doba
online cena - Skladom - 1 pracovný deň
11,90 €
10,83 €
Snehová vločka
-9%
Louise Nealon
Dodacia doba
online cena - Skladom - 1 pracovný deň
14,99 €
13,65 €
Slovensko fantastické
-9%
kol.
Dodacia doba
online cena - Skladom - 1 pracovný deň
25,90 €
23,57 €
Miestami oblačno
-9%
Deborah Freedman
Dodacia doba
online cena - Skladom - 1 pracovný deň
12,99 €
11,83 €
Bolesť
-9%
Tina Kirs
Dodacia doba
online cena - Skladom - 1 pracovný deň
13,95 €
12,70 €
Kým dýchaš, bojuješ - Príbehy z vojnovej Ukrajiny II
Stanislava Harkotová
Dodacia doba
online cena - Skladom - 1 pracovný deň
15,90 €