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DATA 2002: Creating intelligent data-driven marketing. This conference is presented by Haymarket Publications in association with Royal Mail. Presentation by Unette Sencer, managing director, First T and Ross Duncan, Customer Sales Manager, First National
DATA 2002: Creating intelligent data-driven marketing. This conference is presented by Haymarket Publications in association with Royal Mail. Presentation by Nick Smith, director of marketing strategy, Centrica.
DATA 2002: Creating intelligent data-driven marketing. This conference is presented by Haymarket Publications in association with Royal Mail. Presentation by Jean-Paul Dacosta, corporate finance partner, Manches.
With no universal approach for measuring brand performance, we show how a consumer-based brand measure was developed for corporate financial services brands. Churchill's (1979) paradigm was adopted. A literature review and 20 depth interviews with experts suggested that brand loyalty, consumer satisfaction...
