Effectiveness in Context: A Manual for Brand Building

Name: Effectiveness in Context: A Manual for Brand Building
Author: Les Binet and Peter Field
ISBN: 9780852941454

Author Les Binet and Peter Field

Category Paperback

Shop on Amazon — pick your country

Price not available for France

You can still browse on Amazon. Try another country above.

🇬🇧 UK 🇺🇸 USA

Book Details

Author(s) Les Binet and Peter Field

ISBN / ASIN 0852941455

ISBN-13 9780852941454

Category Paperback

Marketplace France 🇫🇷

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