search query: @indexterm CONSUMER RESEARCH / total: 600
reference: 6 / 600
| Author: | Rappaport, S. D. |
| Title: | Putting listening to work: the essentials of listening |
| Journal: | Journal of Advertising Research
2010 : MAR, VOL 50:1, p. 30-41 |
| Index terms: | brands marketing strategy consumer research |
| Language: | eng |
| Abstract: | The article is an excerpt from the book "The ARF Listening Playbook", which is about listening as a part of brand strategy. It emphasizes the learning relationship between a brand and a customer: by listening and responding to each other both of them can improve. Four key questions in the book are: What is listening? How do brands use listening to achieve marketing objectives? What methods are used in this? Where is the listening headed? |
SCIMA