Strategic Brand Managment

Strategic Brand Managment

  • Producent: Pearson Education
  • Rok produkcji: 2012
  • ISBN: 9780273779414
  • Ilość stron: 600
  • Oprawa: Miękka
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Cena 365,00 PLN
Nasza cena 341,28 PLN
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Opis: Strategic Brand Managment - Kevin Lane Keller

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: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


Szczegóły: Strategic Brand Managment - Kevin Lane Keller

Tytuł: Strategic Brand Managment
Autor: Kevin Lane Keller
Producent: Pearson Education
ISBN: 9780273779414
Rok produkcji: 2012
Ilość stron: 600
Oprawa: Miękka
Waga: 1.04 kg


Recenzje: Strategic Brand Managment - Kevin Lane Keller

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