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Strategic brand management : building, measuring, and managing brand equity
Bibliografi
Author:
Keller, Kevin Lane
;
Swaminathan, Vanitha
Topik:
Brand management
;
Brand equity
;
Brand positioning
;
Brand performance
;
Brand marketing
;
Brand strategy
;
Consumer-based brand equity
Bahasa:
(EN )
ISBN:
9781292314990
Edisi:
5th ed.
Penerbit:
Pearson Education
Tempat Terbit:
Harlow
Tahun Terbit:
2020
Jenis:
Books - E-Book
Fulltext:
Cover.pdf
(1.33MB;
0 download
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Copyright page.pdf
(141.7KB;
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Dedication.pdf
(57.18KB;
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Brief contents.pdf
(79.04KB;
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Contents.pdf
(179.87KB;
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Preface.pdf
(3.06MB;
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Acknowledgements.pdf
(169.88KB;
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About the authors.pdf
(297.55KB;
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Chapter 1-Brands and brand management.pdf
(6.83MB;
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Chapter 2-Customer-based brand equity and brand positioning.pdf
(5.12MB;
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Chapter 3-Brand resonance and the brand value chain.pdf
(17.31MB;
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Chapter 4-Choosing brand elements to build brand equity.pdf
(5.64MB;
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Chapter 5-Designing marketing programs to build brand equity.pdf
(12.05MB;
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Chapter 6-Integrating marketing communications to build brand equity.pdf
(14.79MB;
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Chapter 7-Branding in the digital era.pdf
(6.74MB;
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Chapter 8-Leveraging secondary brand associations to build brand equity.pdf
(11.21MB;
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Chapter 9-Developing a brand equity measurement and management system.pdf
(16.44MB;
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Chapter 10-Measuring sources of brand equity capturing customer mind-set.pdf
(16.72MB;
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Chapter 11-Measuring outcomes of brand equity capturing market performance.pdf
(4.39MB;
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Chapter 12-Designing and implementing brand architecture strategies.pdf
(6.34MB;
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Chapter 13-Introducing and naming new products and brand extensions.pdf
(4.19MB;
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Chapter 14-Managing brands over time.pdf
(18.51MB;
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Chapter 15-Managing brands over geographic boundaries and market segments.pdf
(17.82MB;
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Chapter 16-Closing observations.pdf
(7.04MB;
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Index.pdf
(237.04KB;
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