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Strategic brand management : building, measuring, and managing brand equity / Kevin Lane Keller, M. G. Parameswaran, Isaac Jacob

By: Contributor(s): Material type: TextTextLanguage: English Publication details: New Delhi : Pearson , 2008.Edition: 3rd edDescription: 714 pages : color illustrationsISBN:
  • 9788131756898
Subject(s): DDC classification:
  • 658.8 KEL
Contents:
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
List(s) this item appears in: New Arrivals - May 1st to 31st 2024
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Books Institute of Public Enterprise, Library S Campus 658.8 KEL (Browse shelf(Opens below)) Available 48520
Books Institute of Public Enterprise, Library S Campus Reference 658.8 KEL (Browse shelf(Opens below)) Available 36894
Books Institute of Public Enterprise, Library S Campus 658.8 KEL (Browse shelf(Opens below)) Available 36895
Books Institute of Public Enterprise, Library S Campus 658.8 KEL (Browse shelf(Opens below)) Available 36225

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

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