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

Listed author(s):
  • Deepak Kumar

    (ICFAI University Press,Hyderabad,INDIA)

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.

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Paper provided by EconWPA in its series Others with number 0510011.

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Length: 4 pages
Date of creation: 19 Oct 2005
Handle: RePEc:wpa:wuwpot:0510011
Note: Type of Document - pdf; pages: 4. Brands,Market Research
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