Jenni Romaniuk Knihy
Jenni Romaniuk is a research professor at the Ehrenberg-Bass Institute, where she focuses on how consumers interact with brands. Her work explores the psychological principles that influence purchasing decisions and brand loyalty. She is particularly interested in how marketing strategies impact consumer behavior in the long term.
Better Brand Health. Measures and Metrics for a How Brands Grow World
- 256 stránek
- 9 hodin čtení
The book is about brand health tracking, one of the biggest (and most costly) sources of insights about brand performance and inputs into brand strategy that marketers engage in. But yet most trackers were designed pre-How Brands Grow, and so suffer from being not fit for purpose to provide insights to managers looking to grow their brands. Jenni has conducted R&D into brand health tracking for the past decade, much of this is published in a disparate range of academic marketing journals, some of it is not published because it is more technical. This book brings together that R&D with Jenni and the Ehrenberg-Bass Institutes background in How Brands Grow to help brand managers and researchers design an evidence based, useful brand health tracking research instrument and help them get the most out of the information to inform their recommendations and implications.
Building Distinctive Brand Assets
- 248 stránek
- 9 hodin čtení
Building Distinctive Brand Assets provides readers with long-term strategies to build and protect Distinctive Assets.
How Brands Grow 2
- 256 stránek
- 9 hodin čtení
How Brands Grow Part 2 is about the fundamentals of buying behaviours and brand performance fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This revised edition includes updates to all chapters and the addition of a new chapter, 'Getting Down to Business-to-Business Markets'.