Competing for Choice An approach lauded as one of the top 10 marketing theories
Esomar 2005 Vanguard presents at ESOMAR 2005 Global Market Research Conference in Cannes
Why is Competing for Choice so important? How can we build growth in stagnant industries? How can we identify underutilized resources? How can we monitor branding initatives? Is your framework still useful in B2B? How do I ensure I'm an effective brand steward? How important are 'soft factors' to my brand? What kind of data do I need?
