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Better Brand Health

- Measures and Metrics for a How Brands Grow World
Af: Jenni Romaniuk Engelsk Hardback

Better Brand Health

- Measures and Metrics for a How Brands Grow World
Af: Jenni Romaniuk Engelsk Hardback
Tjek vores konkurrenters priser
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.
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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.
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Se mere i:
Produktdetaljer
Sprog: Engelsk
Sider: 256
ISBN-13: 9780190340902
Indbinding: Hardback
Udgave:
ISBN-10: 0190340908
Kategori: Forskningsledelse og udviklingsledelse
Udg. Dato: 25 jan 2023
Længde: 21mm
Bredde: 163mm
Højde: 236mm
Forlag: Oxford University Press Australia
Oplagsdato: 25 jan 2023
Forfatter(e): Jenni Romaniuk
Forfatter(e) Jenni Romaniuk

Kategori Forskningsledelse og udviklingsledelse

ISBN-13 9780190340902

Sprog Engelsk

Indbinding Hardback

Sider 256

Udgave

Længde 21mm

Bredde 163mm

Højde 236mm

Udg. Dato 25 jan 2023

Oplagsdato 25 jan 2023

Forlag Oxford University Press Australia

Kategori sammenhænge