search query: @author Bullmore, J. / total: 1
reference: 1 / 1
« previous | next »
| Author: | Bullmore, J. |
| Title: | Advertising & its audience: A game of two halves |
| Journal: | International Journal of Advertising
1999 : VOL. 18:3, p. 275-289 |
| Index terms: | ADVERTISING MARKETING CONSUMER BEHAVIOUR CONSUMER BEHAVIOUR CONSUMER RESEARCH |
| Language: | eng |
| Abstract: | The key to success is to see the buying process from the buyer's point of view. This paper reviews the development of consumer research techniques. The owner of a brand must take a realistic view of the market and build salience gradually by exposing potential buyers to new relevant ideas about the brand. |
« previous | next »
SCIMA