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Strategic brand management : = build...
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Keller, Kevin Lane, (1956-)
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Strategic brand management : = building, measuring, and managing brand equity /
Record Type:
Language materials, printed : Monograph/item
Title/Author:
Strategic brand management :/ Kevin Lane Keller
Reminder of title:
building, measuring, and managing brand equity /
Author:
Keller, Kevin Lane,
Published:
Upper Saddle River, NJ :Pearson/Prentice Hall, : [2008],
Description:
xxi, 692 pages :color illustrations ;27 cm
[NT 15003449]:
pt. I. Opening perspectives -- Ch. 1. Brands and brand management -- pt. II. Identifying and establishing brand positioning and values -- Ch. 2. Customer-based brand equity -- Ch. 3. Brand positioning -- pt. III. Planning and implementing brand marketing programs -- Ch. 4. Choosing brand elements to build brand equity -- Ch. 5. Designing marketing programs to build brand equity -- Ch. 6. Integrating marketing communications to build brand equity -- Ch. 7. Leveraging secondary brand associations to build brand equity -- pt. IV. Measuring and interpreting brand performance -- Ch. 8. Developing a brand equity measurement and management system -- Ch. 9. Measuring sources of brand equity : capturing customer mind-set -- Ch. 10. Measuring outcomes of brand equity : capturing market performance -- pt. V. Growing and sustaining brand equity -- Ch. 11. Designing and implementing branding strategies -- Ch. 12. Introducing and naming new products and brand extensions --Ch. 13. Managing brands over time -- Ch. 14. Managing brands over geographic boundaries and market segments -- pt. VI. Closing perspectives -- Ch. 15. Closing observations
Subject:
Brand name products - Management -
ISBN:
9780131888593
Strategic brand management : = building, measuring, and managing brand equity /
Keller, Kevin Lane,1956-
Strategic brand management :
building, measuring, and managing brand equity /Kevin Lane Keller - Third edition - Upper Saddle River, NJ :Pearson/Prentice Hall,[2008] - xxi, 692 pages :color illustrations ;27 cm
Includes bibliographical references and index
pt. I. Opening perspectives -- Ch. 1. Brands and brand management -- pt. II. Identifying and establishing brand positioning and values -- Ch. 2. Customer-based brand equity -- Ch. 3. Brand positioning -- pt. III. Planning and implementing brand marketing programs -- Ch. 4. Choosing brand elements to build brand equity -- Ch. 5. Designing marketing programs to build brand equity -- Ch. 6. Integrating marketing communications to build brand equity -- Ch. 7. Leveraging secondary brand associations to build brand equity -- pt. IV. Measuring and interpreting brand performance -- Ch. 8. Developing a brand equity measurement and management system -- Ch. 9. Measuring sources of brand equity : capturing customer mind-set -- Ch. 10. Measuring outcomes of brand equity : capturing market performance -- pt. V. Growing and sustaining brand equity -- Ch. 11. Designing and implementing branding strategies -- Ch. 12. Introducing and naming new products and brand extensions --Ch. 13. Managing brands over time -- Ch. 14. Managing brands over geographic boundaries and market segments -- pt. VI. Closing perspectives -- Ch. 15. Closing observations
Incorporating the latest industry thinking and developments, this textbook provides an exploration of brands, brand equity, and strategic brand management and combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions, thus improving the long-term profitability of specific brand strategies
ISBN: 9780131888593
Source: 39466TVG
LCCN: 2007003552Subjects--Topical Terms:
2354348
Brand name products
--Management
LC Class. No.: HD69.B7 / K45 2008
Dewey Class. No.: 658.8/27
Strategic brand management : = building, measuring, and managing brand equity /
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building, measuring, and managing brand equity /
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pt. I. Opening perspectives -- Ch. 1. Brands and brand management -- pt. II. Identifying and establishing brand positioning and values -- Ch. 2. Customer-based brand equity -- Ch. 3. Brand positioning -- pt. III. Planning and implementing brand marketing programs -- Ch. 4. Choosing brand elements to build brand equity -- Ch. 5. Designing marketing programs to build brand equity -- Ch. 6. Integrating marketing communications to build brand equity -- Ch. 7. Leveraging secondary brand associations to build brand equity -- pt. IV. Measuring and interpreting brand performance -- Ch. 8. Developing a brand equity measurement and management system -- Ch. 9. Measuring sources of brand equity : capturing customer mind-set -- Ch. 10. Measuring outcomes of brand equity : capturing market performance -- pt. V. Growing and sustaining brand equity -- Ch. 11. Designing and implementing branding strategies -- Ch. 12. Introducing and naming new products and brand extensions --Ch. 13. Managing brands over time -- Ch. 14. Managing brands over geographic boundaries and market segments -- pt. VI. Closing perspectives -- Ch. 15. Closing observations
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Incorporating the latest industry thinking and developments, this textbook provides an exploration of brands, brand equity, and strategic brand management and combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions, thus improving the long-term profitability of specific brand strategies
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3736487
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六樓西文書區HC-Z(6F Western Language Books)
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