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秘密花園
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Strategic Brand Management 4/e

Strategic

沒有庫存
訂購需時10-14天
9780273779414
Keller
華泰文化
2013年4月01日
393.00  元
HK$ 373.35
省下 $19.65
 
二樓書卷使用細則 二樓書卷使用細則






叢書系列:產品管理
規格:平裝 / 600頁 / 普級 / 單色印刷 / 4版
出版地:台灣


產品管理


專業/教科書/政府出版品 > 管理類 > 行銷 > 行銷管理









  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.

  New to this Edition:

  1.New and updated Branding Briefs and in-text examples:

  May of the New Branding Briefs and numerous in-text examples have been added. The goal was to blend classic and contemporary examples, so many still-relevant and illuminating examples remain.

  2.Additional academic references:

  As noted, the branding area continues to receive concerted academic research attention. Accordingly, each chapter incorporates new references and sources for additional study.

  3.Tighter chapters:

  Chapters have been trimmed and large boxed material carefully screened to provide a snappier, more concise read.

  4.Stronger visuals:

  The text includes numerous engaging photos and graphics. These visuals highlight many of the important and interesting concepts and examples from the chapters.

  5.Updated and new original cases:

  To provide broader, more relevant coverage, four new cases have been added to the Best Practices in Branding casebook — Product (Red), King Arthur Flour, ESPN X Games, and Target. Each of 14 other cases has been significantly updated. All of the cases are considerably shorter and tighter. Collectively, these cases provide insights into the thinking and activities of some of the world’s best marketers while also highlighting the many challenges they still face.

作者簡介

Kevin Lane Keller

  現職:Tuck School of Business, Dartmouth College



PART I OPENING PERSPECTIVES
Ch 1 Brands and Brand Management

PART II IDENTIFYING AND ESTABLISHING BRAND POSITIONING AND VALUES
Ch 2 Customer-Based Brand Equity
Ch 3 Brand Positioning

PART 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

PART IV MEASURING AND INTERPERTING 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

PART 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

PART VI CLOSING PERSPECTIVES
Ch 15 Closing Observations




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