What Does the Marketing Team Need, Description or Prescription? A Response to Comments by Andrew Ehrenberg

Rejoinder to Ehrenberg's comments on the authors' article in November-December 1996 (see no. 6081).

What Does the Marketing Team Need, Description or Prescription? A Response to Comments by Andrew Ehrenberg

Paul Dyson,Andy Farr and Nigel Hollis

In replying to Ehrenberg's comments on our paper 'Understanding, Measuring, and Using Brand Equity,' we have focused on the critical issue of why there is a need for brand equity systems like the one we describe, since it seems to be a point of continuing bafflement to Mr Ehrenberg. Along the way we will seek to correct some of the more obvious misunderstandings apparent in his comments.

THE NEED FOR ACTIONABLE UNDERSTANDING

The fact that...

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