Brands laid bare : using market research for evidence-based brand management /

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 c...

Full description

Bibliographic Details

Main Author:	Ford, Kevin
Format:	Book
Language:	English
Published:	Chichester, West Sussex, England ; Hoboken, NJ : John Wiley & Sons, [2005]
Subjects:	Brand name products > Management. Marketing research. Produits de marque > Gestion. Marketing > Recherche.
Online Access:	Table of contents Publisher description