# 0819363

Strategic Brand Management: Global Edition

Building, Measuring, and Managing Brand Equity


Συγγραφέας: Keller Kevin Lane
Εκδότης: Pearson Education Limited
ISBN: 9780273779414
Αριθμός Σελίδων: 592
Διαστάσεις: 28x2x22
Ημερομηνία 1ης Έκδοσης: 2012
Έτος Έκδοσης: 2012

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Σύνοψη του βιβλίου "Strategic Brand Management: Global Edition"

For students, managers and senior executives studying Brand Management.

 Keller’s market leading strategic brand management book provides insights into profitable brand strategies by building, measuring, and managing brand equity. The Global Edition strengthens relevance by using locally applicable examples that include Scoot, Hyundai, Etisalat, Qantas, Uniqlo, Mambo.

 

This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators around the globe to include:


Συγγραφέας/εις: Keller Kevin Lane
Κατηγορία: undergraduate
ISBN: 9780273779414
Ημερ/νία έκδοσης: 01/10/2012
Εξώφυλλο: Paperback / softback
Σελίδες: 592
Τόπος έκδοσης: Harlow
Χώρα έκδοσης: United Kingdom
Βάρος βιβλίου: 1179 gr
Διαστάσεις βιβλίου: 28x2x22 cm
Στοιχεία έκδοσης: 4th edition
Λεπτομέρειες εικονογράφησης: col. Illustrations, ports. (chiefly col.)
Ημερομηνία πρώτης έκδοσης: 2012

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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