Jenni Romaniuk Reihenfolge der Bücher (Chronologisch)
Jenni Romaniuk ist eine Forschungsprofessorin am Ehrenberg-Bass Institute, wo sie sich darauf konzentriert, wie Konsumenten mit Marken interagieren. Ihre Arbeit erforscht die psychologischen Prinzipien, die Kaufentscheidungen und Markentreue beeinflussen. Sie interessiert sich besonders dafür, wie sich Marketingstrategien langfristig auf das Konsumverhalten auswirken.
Better Brand Health. Measures and Metrics for a How Brands Grow World
- 256 Seiten
- 9 Lesestunden
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 Seiten
- 9 Lesestunden
Building Distinctive Brand Assets provides readers with long-term strategies to build and protect Distinctive Assets.
How Brands Grow 2
- 256 Seiten
- 9 Lesestunden
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'.