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Book Review--Brands Laid Bare:Using Market Research for Evidence-based Brand Management

Deepak Kumar
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Deepak Kumar: ICFAI University Press,Hyderabad,INDIA

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Abstract: To serve diversified consumers is always a challenge for an organization and, market research companies always seek new ways to serve the consumers.The book is a guide to find the universal needs, the relationship between consumers and brands, brand equity of brand as a whole,touchpoints, brand physique,segmentation, targeting,brand loyalty and the driving forces that increase sales for brands.

Keywords: Brands; Market Research (search for similar items in EconPapers)
JEL-codes: P Q Z (search for similar items in EconPapers)
Date: 2005-10-19
Note: Type of Document - pdf; pages: 4. Brands,Market Research
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