MOMENTAN AUSVERKAUFT
Über dieses Produkt
Product Identifiers
PublisherOxford University Press, Incorporated
ISBN-100190340908
ISBN-139780190340902
eBay Product ID (ePID)21059035764
Product Key Features
Number of Pages256 Pages
Publication NameBetter Brand Health : Measures and Metrics for a How Brands Grow World
LanguageEnglish
SubjectSales & Selling / Management, Business Communication / General, Marketing / General, General
Publication Year2023
TypeTextbook
Subject AreaBusiness & Economics
AuthorJenni Romaniuk
FormatHardcover
Dimensions
Item Height0.7 in
Item Weight17.8 Oz
Item Length9.2 in
Item Width6.3 in
Additional Product Features
Intended AudienceCollege Audience
Dewey Edition23
Dewey Decimal658.827
Table Of Content1.Applying the Laws of Growth to Brand Health Tracking2.Brand Awareness3.Brand Attributes: Selection4.Brand Attributes: Measurement5.Mental Availability and Category Entry Points6.Mental Availability: Measurement and Metrics7.Brand Attributes: Analysis8.Brand Attitude9.Category Buying Behaviour10.Brand Buying11.Measuring Exposure to Marketing Activity12.Word-of-Mouth13.The Rise of the Machines?14.What about Physical Availability?15.A Final Note
SynopsisBrand health measurement is one of the most common and expensive pieces of research companies conduct. All industries and sectors measure the health of their brand to some extent, which means knowing how to do this well is crucial knowledge., 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&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&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., This book is scientifically backed to boost your brand health.Featuring insights into key metrics and quality trackers, this book is the perfect resource to help anyone in any position improve their performance evaluation. Covering everything from bigger picture strategic framework to the nitty gritty of attribute wording, this book has something for everyone regardless of experience.Focusing on essential components of brand health tracking such as Brand Awareness and Brand Attitude, as well as newer metrics of Mental Availability, Better Brand Health combines science-based theory and professional best practice to give you the knowledge and tools needed to excel. This book consolidates research and development from the author's own academic publishing and incorporates them into the 'How Brands Grow' world to help you achieve more reliable and robust KPIs.
