000 02230cam a2200325 a 4500
001 u5195
003 SA-PMU
005 20210418124856.0
008 070126s2008 njua b 001 0 eng
010 _a 2007003552
040 _aDLC
_beng
_cDLC
_dYDX
_dBAKER
_dBTCTA
_dYDXCP
_dNLGGC
_dOCLCG
_dTVG
_dHEBIS
_dDEBBG
_dOCL
_dZ8R
_dOCLCQ
_dXVF
020 _a9780131888593 (casebound)
020 _a0131888595 (casebound)
020 _a0132336227
020 _a9780132336222
035 _a(OCoLC)80461138
_z(OCoLC)212423793
_z(OCoLC)212905947
050 0 0 _aHD69.B7
_bK45 2008
082 0 0 _a658.8/27
_222
100 1 _aKeller, Kevin Lane,
_d1956-
245 1 0 _aStrategic brand management :
_bbuilding, measuring, and managing brand equity /
_cKevin Lane Keller.
250 _a3rd ed.
260 _aUpper Saddle River, NJ :
_bPearson/Prentice Hall,
_cc2008.
300 _axxi, 692 p. :
_bcol. ill. ;
_c27 cm.
504 _aIncludes bibliographical references and index.
505 0 _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 0 _aBrand name products
_xManagement.
942 _cBOOK
994 _aZ0
_bSUPMU
596 _a1 2
999 _c10143
_d10143