oa Journal of Marketing - The secret to becoming a fortress brand : advertising
|Article Title||The secret to becoming a fortress brand : advertising|
|© Publisher:||Future Publishing|
|Journal||Journal of Marketing|
|Publication Date||Aug 2008|
|Pages||14 - 15|
|Issue||Aug / Sep 2008|
The single biggest problem that still confronts marketers is trying to understand how and why their customers do simple things and what impact this ultimately has on their buying decisions. Says one leading FMCG brand manager : "I actually wish I'd studied psychology. It would give me far better insights into how my target market is thinking on any given day and any given hour in the day. The insight into human behaviour and decision-making is the most important link a brand custodian has into their customer."
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