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Book Review--Brands Laid Bare :Using Market Research for Evidence-based Brand Management

Author

Listed:
  • Deepak Kumar

    (ICFAI University Press,Hyderabad,INDIA)

Abstract

To serve diversified consumers is always a challenge for an organization and, market research companies always seek new ways to serve the consumers.The book is a guide to find the universal needs, the relationship between consumers and brands, brand equity of brand as a whole,touchpoints, brand physique,segmentation, targeting,brand loyalty and the driving forces that increase sales for brands.

Suggested Citation

  • Deepak Kumar, 2005. "Book Review--Brands Laid Bare :Using Market Research for Evidence-based Brand Management," Others 0510011, University Library of Munich, Germany.
    • Handle: RePEc:wpa:wuwpot:0510011
    Note: Type of Document - pdf; pages: 4. Brands,Market Research
    as

    Download full text from publisher

    File URL: https://econwpa.ub.uni-muenchen.de/econ-wp/othr/papers/0510/0510011.pdf
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    More about this item

    Keywords

    Brands; Market Research;

    JEL classification:

    • P - Political Economy and Comparative Economic Systems
    • Q - Agricultural and Natural Resource Economics; Environmental and Ecological Economics
    • Z - Other Special Topics

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