Better Brand Health
Jenni (International Director,
International Director,
Ehrenberg-Bass Institute) Romaniuk,
Oxford University Press Australia
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Krátky popis
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&,amp,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&,amp,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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