search query: @indexterm CONSUMER RESEARCH / total: 600
reference: 129 / 600
| Author: | |
| Title: | Solpadol - a successful case of brand positioning |
| Journal: | Journal of the Market Research Society
1997 : JUL, VOL. 39:3, P. 463-480 |
| Index terms: | POSITIONING BRANDS CONSUMER RESEARCH |
| Language: | eng |
| Abstract: | This study reports a case history where market research contributed to changing the brand positioning of an analgesic drug called Solpadol. The preconseption of rationality in business-to-business marketing is challenged by showing the benefits to be gained in accepting that softer factors can be key when choices arise. Basing segments on the customer needs associated with a particular purchasing occasion allows the researcher to reconcile the concept of segmentation wiht the reality of multi-brand buying. |
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