TITLE

Research versus creativity responses

AUTHOR(S)
Atkin, Katherine; Pinkess, Andrew
PUB. DATE
April 2003
SOURCE
Brand Strategy;Apr2003, Issue 170, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Compares the advantages of using research and creativity as a tool in brand strategy development. Ability of qualitative research to enable brands to co-develop products with consumers; Significance of using research in managing risk and justifying decisions; Benefits of applying research in the development strategy.
ACCESSION #
9539691

 

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