Effectiveness in Context: A Manual for Brand Building
Book Details
Author(s)Les Binet and Peter Field
ISBN / ASIN0852941455
ISBN-139780852941454
CategoryPaperback
MarketplaceFrance 🇫🇷
Description
- This new comprehensive, evidence-based report from respected marketing experts, Les Binet and Peter Field, sheds new light on how the context in which a brand operates will shape the effectiveness of its communications strategy.
- Includes detailed advice on how best to split budgets between brand-building and activation marketing in a range of circumstances
- Fresh insights into the different ways consumer buy brands - and how these impact marketing effectiveness
- New learning on how pricing, innovation and category development all impact effectiveness
- Guidance on how to adapt best practice to your specific brand context
