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Strategic Brand Management

Strategic Brand Management - 3rd edition

ISBN13: 978-0131888593

Cover of Strategic Brand Management 3RD 08 (ISBN 978-0131888593)
ISBN13: 978-0131888593
ISBN10: 0131888595
Cover type: Hardback
Edition/Copyright: 3RD 08
Publisher: Prentice Hall, Inc.
Published: 2008
International: No

List price: $223.25

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Strategic Brand Management - 3RD 08 edition

ISBN13: 978-0131888593

Kevin Keller

ISBN13: 978-0131888593
ISBN10: 0131888595
Cover type: Hardback
Edition/Copyright: 3RD 08
Publisher: Prentice Hall, Inc.

Published: 2008
International: No
Summary

For students, managers and senior executives studying Brand Management.

A number of excellent books have been written about brands, but no book has really maximized those dimensions to the greatest possible extent, Strategic Brand Management sets the new standard.

Table of Contents

Opening perspectives p. 1
Brands and brand management p. 1
Identifying and establishing brand positioning and values p. 47
Customer-based brand equity p. 47
Brand positioning p. 97
Planning and implementing brand marketing programs p. 139
Choosing brand elements to build brand equity p. 139
Designing marketing programs to build brand equity p. 184
Integrating marketing communications to build brand equity p. 229
Leveraging secondary brand associations to build brand equity p. 279
Measuring and interpreting brand performance p. 315
Developing a brand equity measurement and management system p. 315
Measuring sources of brand equity : capturing customer mind-set p. 353
Measuring outcomes of brand equity : capturing market performance p. 402
Growing and sustaining brand equity p. 432
Designing and implementing branding strategies p. 432
Introducing and naming new products and brand extensions p. 489
Managing brands over time p. 546
Managing brands over geographic boundaries and market segments p. 588
Closing perspectives p. 635
Closing observations p. 635
Table of Contents provided by Blackwell. All Rights Reserved.