Editorial: For effective strategy pre--empt resistance.
- Resource Type
- Editorial
- Authors
- Sutherland, Max
- Source
- Journal of Brand Management; Nov2001, Vol. 9 Issue 2, p85, 4p
- Subject
- TARGET marketing
ADVERTISING campaigns
PRODUCT management
- Language
- ISSN
- 1350231X
Editorial. Talks about the effectiveness of tapping into the psychology of the target market in order to create successful brand advertising campaigns. Illustration of creating an effective campaign from research; Concept of using a non-combative approach in persuading people towards the brand.