# 0964058

Strategic Brand Management

Strategi Brand Manageme _4


Συγγραφέας: Keller Kevin Lane
Εκδότης: Pearson Education (US)
ISBN: 9780132664257
Αριθμός Σελίδων: 608
Διαστάσεις: 28x3x22
Έτος Έκδοσης: 2012

Σύνοψη του βιβλίου "Strategic Brand Management"

Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions-and thus improving the long-term profitability of specific brand strategies.


Συγγραφέας/εις: Keller Kevin Lane
Κατηγορία: management
ISBN: 9780132664257
Ημερ/νία έκδοσης: 10/08/2012
Εκδότης: Pearson Education (US)
Εξώφυλλο: Hardback
Σελίδες: 608
Τόπος έκδοσης: Upper Saddle River
Χώρα έκδοσης: United States
Βάρος βιβλίου: 1370 gr
Διαστάσεις βιβλίου: 28x3x22 cm
Στοιχεία έκδοσης: 4th edition
Λεπτομέρειες εικονογράφησης: illustrations

Περιεχόμενα

Part I: Opening Perspectives Chapter 1 Brands and Brand Management Part II: Identifying and Establishing Brand Positioning and Values Chapter 2 Customer-Based Brand Equity Chapter 3 Brand Positioning Part III: Planning and Implementing Brand Marketing Programs Chapter 4 Choosing Brand Elements to Build Brand Equity Chapter 5 Designing Marketing Programs to Build Brand Equity Chapter 6 Integrating Marketing Communications to Build Brand Equity Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity Part IV: Measuring and Interpreting Brand Performance Chapter 8 Developing a Brand Equity Measurement and Management System Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance Part V: Growing and Sustaining Brand Equity Chapter 11 Designing and Implementing Branding Strategies Chapter 12 Introducing and Naming New Products and Brand Extensions Chapter 13 Managing Brands over Time Chapter 14 Managing Brands over Geographic Boundaries and Market Segments Part VI: Closing Perspectives Chapter 15 Closing Observations

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