Windows on the World
How the study of consumers' personal web pages can provide insights to build brand strategy
Mark WhitingMoët Hennessy, JAs Hennessy & Co, France
Franck SagneJAs Hennessy & Co, France
THE GENESIS OF THE RESEARCH
For Hennessy...
Windows On The World - How the study of consumers’ personal web pages can provide insights to build brand strategy
This paper is based on research conducted by Hennessy amongst its consumers, using internet-based ethnographic techniques.
