000 | 00416nam a2200145Ia 4500 | ||
---|---|---|---|
999 |
_c157108 _d157108 |
||
020 | _a9780131888593 | ||
040 | _cCUS | ||
082 |
_a658.827 _bKEL/S |
||
100 | _aKeller, Kavin Lane | ||
245 | 0 |
_aStrategic brand management: building, measuring, and managing brand equity/ _cKevin Lane Keller |
|
250 | _a3rd ed. | ||
260 |
_aNew Jersey: _bPearson, _c2008. |
||
300 |
_axxi, 692 p. : _bcol. ill. ; _c27 cm. |
||
505 | _apt. 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. | ||
650 | _aProduct management | ||
650 | _aBrand name products | ||
942 | _cWB16 |