Brand asset management : driving profitable growth through your brands /
""Most companies do a poor job of managing their brands. Scott Davis vividly illustrates well-managed and poorly managed brand programs and provides the best methodology I have seen for improving your brand asset management." -- Phil Kotler, S. C. Johnson & Son Distinguished Profe...
Guardado en:
| Autor principal: | |
|---|---|
| Formato: | Libro |
| Lenguaje: | Inglés |
| Publicado: |
San Francisco :
Jossey-Bass,
2002, c2000.
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| Edición: | 1st [i.e. 2nd] ed. |
| Colección: | Jossey-Bass business & management series
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| Materias: | |
| Aporte de: | Registro referencial: Solicitar el recurso aquí |
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| 020 | |a 9780787963941 |q (pbk.) | ||
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| 050 | 4 | |a HD69.B7 |b D38 2002 | |
| 100 | 1 | |a Davis, Scott M., |d 1964- | |
| 245 | 1 | 0 | |a Brand asset management : |b driving profitable growth through your brands / |c Scott M. Davis ; foreword by David A. Aaker. |
| 250 | |a 1st [i.e. 2nd] ed. | ||
| 260 | |a San Francisco : |b Jossey-Bass, |c 2002, c2000. | ||
| 300 | |a xvi, 265 p. : |b il. ; |c 23 cm. | ||
| 490 | 1 | |a The Jossey-Bass business & management series | |
| 500 | |a Incluye índice. | ||
| 505 | 0 | |a Foreword / David A. Aaker -- Preface -- Introduction: Does brand asset management strategy matter? ; An overview of brand asset management -- Phase I: Developing a brand vision: 1. Step one: Elements of a brand vision -- Phase II: Determining your brandpicture: 2. Step two: Determining your brand's image ; 3. Step three: Creating your brand's contract ; 4. Step four: Crafting a brand-based customer model -- Phase III: Developing a brand asset management strategy: 5. Step five: Positioning your brand for success ; 6. Step six: Extending your brand ; 7. Step seven: Communicating your brand's positioning ; 8. Step eight: Leveraging your brand to maximize channel influence ; 9. Step nine: Pricing your brand at a premium -- Phase IV: Suporting a brand asset management culture: 10. Step ten: Measuring your return on brand investment (ROBI) ; 11. Step eleven: Establishing a brand-based culture. | |
| 520 | |a ""Most companies do a poor job of managing their brands. Scott Davis vividly illustrates well-managed and poorly managed brand programs and provides the best methodology I have seen for improving your brand asset management." -- Phil Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University." --Descripción del editor. | ||
| 650 | 0 | |a Brand name products. | |
| 650 | 0 | |a Product management. | |
| 650 | 0 | |a Brand name products |z United States. | |
| 650 | 0 | |a Product management |z United States. | |
| 650 | 7 | |a Productos de marca. |2 UDESA | |
| 650 | 7 | |a Administración del producto. |2 UDESA | |
| 650 | 7 | |a Productos de marca |z Estados Unidos. |2 UDESA | |
| 650 | 7 | |a Administración del producto |z Estados Unidos. |2 UDESA | |
| 830 | 0 | |a Jossey-Bass business & management series | |