Better Brand Health Measures and Metrics for a How Brands Grow World

Better Brand Health Measures and Metrics for a How Brands Grow World
- ISBN 13:
9780190340902
- ISBN 10:
0190340908
- Format: Hardcover
- Copyright: 03/13/2023
- Publisher: Oxford University Press
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Summary
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.