Strategic brand management : building, measuring, and managing brand equity [Material Impreso] / Kevin Lane Keller
Datos de publicación: Upper Saddle River: Prentice-Hall, c2008Edición: 3rd.edDescripción: xxi, 692 p. il. 26 x 21 cm. IMPRESOISBN: 978-0-13-188859-3Tema(s): ESTRATEGIA DE MARCA | VALOR DE LA MARCA | MARCAS | POSICIONAMIENTO | IMAGEN DE MARCAResumen: Contiene: I. Opening perspectives. 1. Brands and brand management.- II. Identifing and establishing brand positioning and values. 2. Customer-based brand equity. 3. Brand positioning.- 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 knowledge to build brand equity.- IV. Measuring and interpreting brand performance. 8. Developing Brand Equity Measurement and Management System. 9. Measuring Sources of Brand Equity: capturing cutomer mind-set. 10. Measuring Outcomes of Brand Equity: capturing market performance.- V.Growing and sustaining brand equity. 11. Design and Implementing Branding Strategies. 12. Introducing and Naming New Products and Brand Extensions. 13. Managing Brands Over Time. 14. Managing Brands Over Geographical Boundaries and Market Segments.- VI. Closing perspectives. 15. Closing Observations.| Tipo de ítem | Biblioteca de origen | Signatura topográfica | Estado | Fecha de vencimiento | Código de barras | |
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Pocitos | 658.827 KEL 3rd.ed. | Disponible | P28752 |
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Contiene: I. Opening perspectives. 1. Brands and brand management.- II. Identifing and establishing brand positioning and values. 2. Customer-based brand equity. 3. Brand positioning.- 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 knowledge to build brand equity.- IV. Measuring and interpreting brand performance. 8. Developing Brand Equity Measurement and Management System. 9. Measuring Sources of Brand Equity: capturing cutomer mind-set. 10. Measuring Outcomes of Brand Equity: capturing market performance.- V.Growing and sustaining brand equity. 11. Design and Implementing Branding Strategies. 12. Introducing and Naming New Products and Brand Extensions. 13. Managing Brands Over Time. 14. Managing Brands Over Geographical Boundaries and Market Segments.- VI. Closing perspectives. 15. Closing Observations.
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