Developing brands with qualitative market research
Jon Chandler and Mike Owen.
Bok Engelsk 2002 Jon. Chandler,· Electronic books.
| Utgitt | London ; Thousand Oaks, CA : : Sage, , 2002.
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| Omfang | 1 online resource (157 p.)
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| Opplysninger | Description based upon print version of record.. - Contents; Acknowledgements; Editorial Introduction; About this Book; 1 Introduction: The Nature of Brands; 2 Brands and the Human Dimension; 3 Branding and Brand Modelling; 4 Why Use Qualitative Research to Look at Brands and Branding?; 5 Research and the Brand Development Process; 6 The Structure of Brand Research; 7 The Content of Brand Research; 8 Developing Brands through Qualitative Research; Bibliography; Index. - This text explores the origins, nature and character of brands. By examining how different researchers and commentators have talked about brands and the assumptions about brands which underpin qualitative research practice, we arrive at an overall view of what brands are and what they do.. - Specialized.
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| Emner | |
| Sjanger | |
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| ISBN | 0761972722
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