Assessing brand loyalty in the Irish alcohol market - Geraghty, Lee
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The Irish alcohol industry has experienced a fundamental, seismic change over the past five years. Consumption and market value have declined in line with the economic turbulence of the late 2000's. Brand loyalty as a strategic defense tool is now imperative. This work evaluates this zeitgeist and analyzes the concept of loyalty within the alcohol market. Brands future and prosperity is under threat...."loyalty without reason" is the chief defense!

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Produktbeschreibung
The Irish alcohol industry has experienced a fundamental, seismic change over the past five years. Consumption and market value have declined in line with the economic turbulence of the late 2000's. Brand loyalty as a strategic defense tool is now imperative. This work evaluates this zeitgeist and analyzes the concept of loyalty within the alcohol market. Brands future and prosperity is under threat...."loyalty without reason" is the chief defense!
Autorenporträt
Lee voltooide zijn Master in Marketing aan de Dublin City University in 2007. Zijn academische achtergrond heeft hem een positie verworven in het toonaangevende Ierse marktonderzoeksbureau, waar hij werkt aan enkele van Irelan's toonaangevende merken.