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Ford, J. Kevin 作者

John Wiley & Sons Inc

譯者

2005-12 出版日期

158 頁數

388.27元價格

HRD

叢書系列

9780470012833 圖書編碼

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發表於2024-11-09

品牌裸置在線電子書 epub 下載 mobi 下載 pdf 下載 txt 下載 2024

品牌裸置在線電子書 epub 下載 pdf 下載 mobi 下載 txt 下載 2024

品牌裸置在線電子書 pdf 下載 txt下載 epub 下載 mobi 下載 2024

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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 consequence of this is increased interest in understanding people as a foundation for brand management. And this is where market research can come in. By drawing on market research to understand consumers, marketers can better understand how to manage their brand. Exploring a spectrum of 12 customer needs and drawing on first--hand research evidence, Kevin Ford provides a proven framework for understanding what people are really looking for from a brand -- and delivering it.

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