Strategic brand management : building, measuring, and managing brand equity /
"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 a...
Guardado en:
| Autor principal: | |
|---|---|
| Formato: | Libro |
| Lenguaje: | Inglés |
| Publicado: |
Harlow, England :
Pearson,
c2013.
|
| Edición: | 4th ed., Global ed. |
| Materias: | |
| Aporte de: | Registro referencial: Solicitar el recurso aquí |
| LEADER | 02937nam a2200313Ia 4500 | ||
|---|---|---|---|
| 001 | 990000638850204151 | ||
| 005 | 20180327175231.0 | ||
| 008 | 150409s2013 enka b 001 0 eng d | ||
| 020 | |a 9780273779414 | ||
| 020 | |a 0273779419 | ||
| 035 | |a (OCoLC)000063885 | ||
| 035 | |a (udesa)000063885USA01 | ||
| 035 | |a (OCoLC)906924312 | ||
| 035 | |a (OCoLC)990000638850204151 | ||
| 040 | |a U@S |b spa |c U@S | ||
| 049 | |a U@SA | ||
| 050 | 4 | |a HD69.B7 |b K45 2013 | |
| 100 | 1 | |a Keller, Kevin Lane, |d 1956- | |
| 245 | 1 | 0 | |a Strategic brand management : |b building, measuring, and managing brand equity / |c Kevin Lane Keller. |
| 250 | |a 4th ed., Global ed. | ||
| 260 | |a Harlow, England : |b Pearson, |c c2013. | ||
| 300 | |a 590 p. : |b il. ; |c 28 cm. | ||
| 504 | |a Incluye referencias bibliográficas e índice. | ||
| 500 | |a Pt. I. Opening perspectives: 1. Brands and brand management -- Pt. II. Identifying and establishing brand positioning and values: 2. Customer-based brand equity -- 3. Brand positioning -- Pt. III. Planning and implementing brand marketing programs: 4. Choosing brand elements to build brand equity -- 5. Designing marketing programs to build brand equity -- 6. Integrating marketing communications to build brand equity -- 7.Leveraging secondary brand associations to build brand equity -- Pt. IV. Measuring and interpreting brand performance: 8. Developing a brand equity measurement and management system -- 9. Measuring sources of brand equity : capturing customer mind-set --10. Measuring outcomes of brand equity : capturing market performance -- Pt. V. Growing and sustaining brand equity: 11. Designing and implementing branding strategies -- 12. Introducing and naming new products and brand extensions -- 13. Managing brands over time -- 14. Managing brands over geographic boundaries and market segments -- Pt. VI. Closing perspectives: 15. Closing observations. | ||
| 520 | |a "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. The concept of brand equity is the main focus of this book and provides students with a valuable perspective,and common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. By giving students the foundation, the textbook allows for the broad exploration of a complicated subject. Brand equity is the bridge between what happened to the brand in the past and what should happen to it in the future." --Descripción del editor. | ||
| 650 | 0 | |a Brand name products |x Management. | |
| 650 | 0 | |a Product management. | |
| 650 | 7 | |a Productos de marca |x Administración. |2 UDESA | |
| 650 | 7 | |a Administración del producto. |2 UDESA | |