Brand metrics : measuring brand efficacy along the customer journey

著者

• Kall, Jacek

書誌事項

Brand metrics : measuring brand efficacy along the customer journey

Jacek Kall

Routledge, 2022

• : hbk

注記

Includes bibliographical references and index

内容説明・目次

内容説明

* Gathers a set of 30 key metrics to measure brand effectiveness along the customer journey * Follows a clear and logical structure for easy reference. Each metric discussed is defined and explained, the author shows how and when to use the metric and what its limitations might be, and presents examples and case studies of how it has been used * Designed to work alongside Brand Management textbooks, providing a more in-depth and practical analysis of brand efficacy

目次

1. Measuring Brand Awareness 2. Measuring Brand Consideration 3. Measuring Brand Purchases 4. Measuring Post-Purchase Evaluation 5. Measuring Customer Retention and Loyalty 6. Measuring Brand Advocacy 7. Holistic Metrics of Brand Health

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BD05629534
• ISBN:
  • 9780367765033
• LCCN: 2021012592
• 出版国コード: uk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Abingdon, Oxon
• ページ数/冊数: xiii, 140 p. ill.
• 大きさ: 24 cm
• 分類:
  • LCC : HD69.B7
  • DC23 : 658.8/27
• 件名:
  • LCSH : Brand name products -- Management
  • LCSH : Consumers' preferences
  • LCSH : Branding (Marketing)