The Delphi Process: A strategic branding methodology

Journal of Consumer Marketing

Volumn 15, Issue 3, 1998, Pages 254-264

  Chevron, Jacques R ^a  

^a JRC A   (United States)

Author keywords

Brands; Consumer behaviour; Delphi method; Marketing strategy; Product attributes; Product management

Indexed keywords

EID: 0348228080     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/07363769810219125     Document Type: Article

References (4)

1. Chevron, J. (1985), “Give your brand in marriage”, Advertising Age, 22 July, Vol. 14.
2. Cloninger, C.R. (1987), “A systematic method for clinical description and classification of personality variants”, Archives of General Psychiatry, June, Vol. 44, pp. 573-88.
3. Cloninger, C.R., Svakic, D.M. and Pryzbeck, T.R. (1993), “A psychobiological model of temperament and character”, Archives of General Psychiatry, December, Vol. 50, pp. 975-90.
4. Johachimsthaler, E. and Aaker, D.A. (1997), “Building brands without mass media”, Harvard Business Review, January/February, pp. 39-50.