Research is Good for You

Abstract

Research, like Guinness, is good for you. “Pure Genius”, Guinness's latest advertising campaign, appears set to become another famous phrase in Guinness advertising. The research involved has pointed up a useful model of the branding process — the methods and analyses of which (including “yolk” and “shell” values) may be helpful to the wider theory and practice in future.

Citation

Broadbent, K. and Cooper, P. (1987), "Research is Good for You", Marketing Intelligence & Planning, Vol. 5 No. 1, pp. 3-9. https://doi.org/10.1108/eb045740