000			01663nam a2200193Ia 4500
020			_a9788131756898
041			_aENG
082			_a658.8 _bKEL
100			_aKeller, Kevin Lane,
245		0	_aStrategic brand management : _bbuilding, measuring, and managing brand equity / _cKevin Lane Keller, M. G. Parameswaran, Isaac Jacob
250			_a3rd ed.
260			_aNew Delhi : _bPearson , _c2008.
300			_a714 pages : _bcolor illustrations ;
505			_aI: 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			_aBrand name products _xManagement.
700			_aParameswaran, M. G.
700			_aJacob, Isaac
942			_cBK _2ddc
999			_c6871 _d6871