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Strategic brand management : = build...

Keller, Kevin Lane, (1956-)

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Strategic brand management : = building, measuring, and managing brand equity /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Strategic brand management :/ Kevin Lane Keller
其他題名:	building, measuring, and managing brand equity /
作者:	Keller, Kevin Lane,
出版者:	Upper Saddle River, NJ :Pearson/Prentice Hall, : [2008],
面頁冊數:	xxi, 692 pages :color illustrations ;27 cm
內容註:	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
標題:	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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245 1 0 $a Strategic brand management : $b building, measuring, and managing brand equity / $c Kevin Lane Keller
250 $a Third edition
260 # $a Upper Saddle River, NJ : $b Pearson/Prentice Hall, $c [2008]
264 # 4 $c ©2008
300 $a xxi, 692 pages : $b color illustrations ; $c 27 cm
336 $a text $b txt $2 rdacontent
337 $a unmediated $b n $2 rdamedia
338 $a volume $b nc $2 rdacarrier
504 $a Includes bibliographical references and index
505 0 # $a 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
520 # $a 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
650 # 0 $a Brand name products $x Management $3 2354348
650 0 4 $a Markalı ürünler $x Yönetim $3 3736486
650 0 4 $a Reklam $3 3736487