The Holy Grail
Effective blending of brand equity, customer loyalty, and market segmentation
Cary J. NadelBurke Information, Communications, Entertainment Research andJesus RodriguezHBO Latin America Group
Background
What is a marketer's Holy Grail? The effective blending of brand equity, customer loyalty, and market segmentation research used to make intelligent business decisions.
The industry in which such a combination is the most dynamic is the television programming or broadcasting industry. Why? Each television network programs its lineup of shows 24 hours a day, seven days a week. In order to effectively develop a competitive weekly program schedule, a...