Creating desire - Helping the buyer to buy

Date of publication: April 18, 2004

Abstract:

This paper outlines the rationale and process for developing a new kind of consumer insight programme; innovative in both its way of 'mining' for emerging consumer desires (as a platform for future brand planning and development) and its approach to disseminating that information through a complex, multinational marketing and distribution network.

  • PDF
  • This could also be of interest