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Developing brands with qualitative market research

Chandler, Jon. ;Owen, Mike, 1956-

London ; Thousand Oaks, CA : Sage 2002

Online access

  • Title:
    Developing brands with qualitative market research
  • Author/Creator: Chandler, Jon.
  • Owen, Mike, 1956-
  • Publisher: London ; Thousand Oaks, CA : Sage
  • Creation Date: 2002
  • Language: English
  • Physical Description: 1 online resource (157 p.).
  • Bibliography: Includes bibliographical references (p. [131]-136) and index.
  • Subjects: Business names; Brand name products; New products; Marketing research; Qualitative research
  • Description: This text explores the origins, nature and character of brands. By examining how different researchers and commentators have talked about brands and the assumptions about brands which underpin qualitative research practice, we arrive at an overall view of what brands are and what they do.
  • Notes: Includes bibliographical references (p. [131]-136) and index.
  • Contents: Contents; Acknowledgements; Editorial Introduction; About this Book; 1 Introduction: The Nature of Brands; 2 Brands and the Human Dimension; 3 Branding and Brand Modelling; 4 Why Use Qualitative Research to Look at Brands and Branding?; 5 Research and the Brand Development Process; 6 The Structure of Brand Research; 7 The Content of Brand Research; 8 Developing Brands through Qualitative Research; Bibliography; Index
  • Target Audience: Audience: Specialized.
  • Restrictions: Access restricted to subscribing institutions.
    Restrictions unspecified
  • OCLC Number: 476159256
    738380239
    297392866
  • Identifier: ISBN1-281-36221-2;ISBN1-84920-884-0;ISBN9786611362218;ISBN1-84787-697-8