An innovative unified brand and market measurement system for strategic investment decisions

Tim Baker and Martin Callingham

Describes experimental work by Whitbread aimed at creating a research system to facilitate board decisions about brands.

An Innovative Unified Brand and Market Measurement System for Strategic Investment Decisions

Martin Callinghamformerly Whitbread PLC andTim BakerMRSL Group

Summary

This paper describes some experimental work aimed at creating a research system that would facilitate...

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