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Healthcare Glossary
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Attitude Awareness Usage Study (AAU)
Body which monitors changes in customer attitudes, awareness and usage/adoption of a brand or group of products. Usage of (AAU) studies allow marketers to assess levels and trends in customer knowledge, perceptions, assumptions, aims, and actions. Occasionally, the results of these studies are referred to as "tracking" information as they are applied to track long-term behaviour in customer's actions.
See also:
Customer focus
Brand management
Related terms
Brand management , Brand value, Asset-led marketing, Performance prism, Advertising research, New product development (NPD), Concept development and testing, Big pharma, Drivers, Brand mapping , Culture, Category management , Customer loyalty, Customer lifetime value (CLV), Global brand,
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