Strategic brand management : building, measuring, and managing brand equity / Kevin Lane Keller.
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TextPublisher: Upper Saddle River, NJ : Pearson/Prentice Hall, c2008Edition: 3rd edDescription: xxi, 692 p. : col. ill. ; 27 cmISBN: 9780131888593 (casebound); 0131888595 (casebound); 0132336227; 9780132336222Subject(s): Brand name products -- ManagementDDC classification: 658.8/27 LOC classification: HD69.B7 | K45 2008| Item type | Current library | Call number | Copy number | Status | Notes | Date due | Barcode |
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Female Library | HD69 .B7 K45 2008 (Browse shelf (Opens below)) | 1 | Available | STACKS | 51952000095323 | |
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Main Library | HD69 .B7 K45 2008 (Browse shelf (Opens below)) | 1 | Available | STACKS | 51952000123460 |
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| HD66 .T82 2009 A systems approach to small group interaction / | HD66 .V556 2016 Virtual collaboration : work from anywhere, overcommunicate, avoid isolation. | HD69 .B7 K449 2008 Strategic brand management : a European perspective / | HD69 .B7 K45 2008 Strategic brand management : building, measuring, and managing brand equity / | HD69 .B7 K855 2007 Private label strategy : how to meet the store brand challenge / | HD69 .C6 B75 2006 Talent on tap : getting the best from freelancers, interims and consultants / | HD69 .C6 W53 2008 Management consulting : delivering an effective project / |
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.
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