Understanding Growth Barriers

Ralph Krüger and Andreas Stumpf
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Ralph Krüger: AMC GmbH & Co.KG
Andreas Stumpf: AMC GmbH & Co.KG

Chapter Chapter 4 in Brand Growth Barriers, 2013, pp 51-74 from Springer

Abstract: Abstract Now that we know which barriers are our focus barriers, the next task is to understand why they exist. This part of the model is called diagnostics. Like a doctor examining a painful knee and asking the patient questions, we study the barriers and, in many cases, also conduct interviews with our target group.

Keywords: Target Group; Brand Image; Brand Position; Pain Killer; Advertising Budget (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-642-37108-0_4

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DOI: 10.1007/978-3-642-37108-0_4

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