Brands laid bare : using market research for evidence-based brand management
by
 
Ford, Kevin.

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

Author
: 
Ford, Kevin.

ISBN
: 
9780470012833

Personal Author
: 
Ford, Kevin.

Publication Information
: 
Chichester, West Sussex : John Wiley & Sons, c2005.

Physical Description
: 
viii, 158 p. : ill. ; 24 cm.

General Note
: 
Includes index.

Abstract
: 
"Based on a unique 'spectrum of needs' for understanding how people interact with brands - what they want from them, how they judge them and ultimately what makes them buy them - Brands Laid Bare uncovers the truth beneath the marketing rhetoric."--BOOK JACKET.

Subject Term
: 
Brand choice -- Research.
 
Brand name products -- Marketing -- Management.
 
Brand name products -- Research.
 
Consumer behavior -- Research.


LibraryMaterial TypeItem BarcodeShelf NumberCopy
IIEMSAGeneral Books33168015768753658.827 F699B 20051