Accessible and reader-friendly this handbook promotes the curent overarching business philosophy of customer//market focus by emphasizing the need for market research to provide the insights required for making decisions. This book identifies such troubling current trends as biased sample answers on long questionnaires, and `professionals' whose job is to skew focus group responses. Top international researchers from both academia and practice have come together here to provide a broad range of ideas and applications.

Measuring Brand Equity
Kevin LaneKellerDartmouth College
What Is Brand Equity?

Brands represent enormously valuable pieces of legal property, capable of influencing consumer behavior, being bought and sold, and providing the security of sustained future revenues to their owner. The value directly or indirectly accrued by these various benefits is often called brand equity ...

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