| 000 -LEADER |
|---|
| fixed length control field |
01639nam a2200181Ia 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| ISBN |
9788131756898 |
| 041 ## - LANGUAGE CODE |
|---|
| Language code of text/sound track or separate title |
English |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.8 |
| Item number |
KEL |
| 100 ## - MAIN ENTRY--AUTHOR NAME |
|---|
| Author name |
Keller, Kevin Lane, |
| 245 #0 - TITLE STATEMENT |
|---|
| Title |
Strategic Brand Management : |
| Sub Title |
Building, Measuring, and Managing Brand Equity / |
| Statement of responsibility, etc |
Kevin Lane Keller, M. G. Parameswaran, Isaac Jacob |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication |
New Delhi : |
| Name of publisher |
Pearson , |
| Year of publication |
2008. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Number of Pages |
714 pages : |
| Other physical details |
color illustrations ; |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
I: Opening Perspectives CHAPTER 1Brands & Brand ManagementII: Identifying and Establishing Brand Positioning and Values CHAPTER 2Customer-Based Brand EquityCHAPTER 3Brand Positioning III: Planning and Implementing Brand Marketing Programs CHAPTER 4Choosing Brand Elements to Build Brand EquityCHAPTER 5 Designing Marketing Programs to Build Brand EquityCHAPTER 6Integrating Marketing Communications to Build Brand EquityCHAPTER 7Leveraging Secondary Brand Associations to Build Brand EquityIV: Measuring and Interpreting Brand Performance. CHAPTER 8Developing a Brand Equity Measurement and Management SystemCHAPTER 9Measuring Sources of Brand Equity: Capturing Customer MindsetCHAPTER10Measuring Outcomes of Brand Equity: Capturing Market PerformanceV: Growing and Sustaining Brand Equity.CHAPTER 11Designing and Implementing Branding StrategiesCHAPTER 12Introducing and Naming New Products and Brand ExtensionsCHAPTER 13Managing Brands over TimeCHAPTER 14Managing Brands over Geographic Boundaries and Market SegmentsVI: Closing PerspectivesCHAPTER 15Closing Observations |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Subject |
Brand name products |
| General subdivision |
Management. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Author 2/ Editor |
Parameswaran, M. G. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Author 2/ Editor |
Jacob, Isaac |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Books |
| Source of classification or shelving scheme |
|
