|
|
|
|
| LEADER |
02488nam a2200337 a 4500 |
| 001 |
99986334004151 |
| 005 |
20241030105409.0 |
| 008 |
240605s2023 vraa b 000 0 eng d |
| 020 |
|
|
|a 9780190340902
|
| 020 |
|
|
|a 0190340908
|
| 035 |
|
|
|a (OCoLC)1437737697
|
| 035 |
|
|
|a (OCoLC)on1437737697
|
| 040 |
|
|
|a U@S
|b spa
|c U@S
|
| 049 |
|
|
|a U@SA
|
| 050 |
|
4 |
|a HF5415.1255
|b .R66 2023
|
| 100 |
1 |
|
|a Romaniuk, Jenni.
|
| 245 |
1 |
0 |
|a Better brand health :
|b measures and metrics for a "how brands grow" world /
|c Jenni Romaniuk ; [contributors, Magda Nenycz-Thiel, Anne Sharp].
|
| 250 |
|
|
|a 1st ed.
|
| 260 |
|
|
|a Docklands, Victoria :
|b Oxford University Press,
|c c2023.
|
| 300 |
|
|
|a xiv, 229 p. :
|b il. ;
|c 24 cm.
|
| 504 |
|
|
|a Incluye referencias bibliográficas (p. 219-229).
|
| 505 |
0 |
|
|a The case for brand health tracking -- 1. Applying the laws of growth to brand health tracking -- 2. Brand awareness -- 3. Brand attributes: selection -- 4. Brand attributes: Measurement -- 5. Mental availability and category entry points -- 6. Mental availability: Measurement and metrics -- 7. Brand attributes: Analysis -- 8. Brand attitude -- 9. Category buying behaviour -- 10. Brand buying -- 11. Measuring exposure to marketing activity -- 12. Word-of-mouth -- 13. The rise of the machines? -- 14. What about physical availability? -- 15. A final note.
|
| 520 |
|
|
|a "This book is for anyone who wants to get better at brand measurement and improve their brand health tracking. This is a book about brand health concepts, measures and metrics. It will help you improve your existing brand health tracker or set up a new one. Covering everything from bigger picture strategic framework to the nitty-gritty of attribute wording, this book has something for everyone, regardless of position or experience. You'll gain new insights into well-known metrics such as brand awareness and brand attitude, and learn how to work with newer metrics such as Mental Availability. You will also find out when online monitoring can be useful in a brand health context and some do's and don'ts to help you measure Physical Availability." --Descripción del editor.
|
| 650 |
|
0 |
|a Branding (Marketing)
|
| 650 |
|
0 |
|a Business enterprises
|x Public opinion.
|
| 650 |
|
0 |
|a Performance standards.
|
| 650 |
|
7 |
|a Identidad de marca (Mercadeo)
|2 UDESA
|
| 650 |
|
7 |
|a Empresas comerciales
|x Opinión pública.
|2 UDESA
|
| 650 |
|
7 |
|a Estándares de rendimiento.
|2 UDESA
|
| 700 |
1 |
|
|a Nenycz-Thiel, Magda.
|
| 700 |
1 |
|
|a Sharp, Anne.
|