haku: @indexterm Marketing strategy / yhteensä: 884
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| Tekijä: | Rappaport, S. D. |
| Otsikko: | Putting listening to work: the essentials of listening |
| Lehti: | Journal of Advertising Research
2010 : MAR, VOL 50:1, p. 30-41 |
| Asiasana: | brands marketing strategy consumer research |
| Kieli: | eng |
| Tiivistelmä: | 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? |
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