Developing brands with qualitative market research /

This text explores the origins, nature and character of brands. By examining how different researchers and commentators have talked about brands and the assumptions about brands which underpin qualitative research practice, we arrive at an overall view of what brands are and what they do.

Bibliographic Details

Main Author:	Chandler, Jon
Other Authors:	Owen, Mike, 1956-
Format:	eBook
Language:	English
Published:	[Thousand Oaks, Calif.] : [SAGE], [2010]
Subjects:	Branding (Marketing) Marketing research. Electronic books.
Online Access:	Connect to the full text of this electronic book