This book demonstrates how the best companies use the creative
application of research, done up front, to produce the big ideas
with significant impact on the market and on the people, employees,
partners, retailers and customers. Readers of this book will
experience how brand managers and their agencies use the right
research to drive new brand insights, re-define problems or
markets, support risk-taking ideas, and illuminate diverse
audiences. This book will be an invaluable resource for business
executives looking for market strategy, consumer psychologists,
teachers, students, and practitioners looking for a trusted guide
for study in advertising, marketing and promotion.
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