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Better Brand Health: Measures and Metrics for a How Brands Grow World by Jenni Romaniuk — Free eBook

• Page: 256
• Format: pdf / epub / kindle
• ISBN: 9780190340902
• Publisher: Oxford University Press

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Overview The book is about brand health tracking, one of the biggest (and most costly) sources of insights about brand performance and inputs into brand strategy that marketers engage in. But yet most trackers were designed pre-How Brands Grow, and so suffer from being not fit for purpose to provide insights to managers looking to grow their brands. 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,...