Brand metrics: measuring brand efficacy along the customer journey
Auteur :
Kall, Jacek
Éditeur :
Taylor & Francis Ltd
ISBN :
9780367765040
Date de publication :
9 sept. 2021
Dimensions :
23,4 x 15,6 cm
Poids :
260 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
This book gathers and explains the key brand analysis tools that measure brand effectiveness and awareness along the customer journey. Rather than considering how to build and manage a brand, it shows students the methods by which they can assess the current market position of the brand and design effective strategies for the future.