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Strategic brand management: building, measuring, and managing brand equity

Por: Tipo de material: TextoTextoIdioma: Inglés Editor: Harlow : Pearson, 2019Edición: Quinta ediciónDescripción: 624 páginas : ilustracionesISBN:
  • 1292314966
  • 9781292314990 (electrónico)
Tema(s): Género/Forma: Recursos en línea:
Contenidos:
PART I: STRATEGIC BRAND MANAGEMENT: AN INTRODUCTION | 1. Brands and Brand Management | PART II: DEVELOPING A BRAND STRATEGY | 2. Customer-Based Brand Equity and Brand Positioning | 3. Brand Resonance and Brand Value Chain | PART III: DESIGNING AND IMPLEMENTING BRAND MARKETING PROGRAMS | 4. Choosing Brand Elements to Build Brand Equity | 5. Designing Marketing Programs to Build Brand Equity | 6. Integrating Marketing Communications to Build Brand Equity | 7. Branding in the Digital Era | 8. Leveraging Secondary Brand Associations to Build Brand Equity | PART IV: MEASURING AND INTERPRETING BRAND PERFORMANCE | 9. Developing a Brand Equity Measurement and Management System | 10. Measuring Sources of Brand Equity: Capturing Customer Mind-Set | 11. Measuring Outcomes of Brand Equity: Capturing Market Performance | PART V: GROWING AND SUSTAINING BRAND EQUITY | 12. Designing and Implementing Brand Architecture Strategies | 13. Introducing and Naming New Products and Brand Extensions | 14. Managing Brands Over Time | 15. Managing Brands Over Geographic Boundaries and Market Segments | PART VI: CLOSING PERSPECTIVES | 16. Closing Observations |
Existencias
Tipo de ítem Biblioteca actual Colección Estado Notas Código de barras
e-Libro (en línea) Biblioteca Central UNIBE e-Libro de Texto (en línea) Disponible Ilimitado EB0296

Recurso en línea: Disponible para miembros de UNIBE a través del portal web del CRAI: https://www.unibe.edu.do/biblioteca/libros-electronicos/

PART I: STRATEGIC BRAND MANAGEMENT: AN INTRODUCTION |
1. Brands and Brand Management |
PART II: DEVELOPING A BRAND STRATEGY |
2. Customer-Based Brand Equity and Brand Positioning |
3. Brand Resonance and Brand Value Chain |
PART III: DESIGNING AND IMPLEMENTING BRAND MARKETING PROGRAMS |
4. Choosing Brand Elements to Build Brand Equity |
5. Designing Marketing Programs to Build Brand Equity |
6. Integrating Marketing Communications to Build Brand Equity |
7. Branding in the Digital Era |
8. Leveraging Secondary Brand Associations to Build Brand Equity |
PART IV: MEASURING AND INTERPRETING BRAND PERFORMANCE |
9. Developing a Brand Equity Measurement and Management System |
10. Measuring Sources of Brand Equity: Capturing Customer Mind-Set |
11. Measuring Outcomes of Brand Equity: Capturing Market Performance |
PART V: GROWING AND SUSTAINING BRAND EQUITY |
12. Designing and Implementing Brand Architecture Strategies |
13. Introducing and Naming New Products and Brand Extensions |
14. Managing Brands Over Time |
15. Managing Brands Over Geographic Boundaries and Market Segments |
PART VI: CLOSING PERSPECTIVES |
16. Closing Observations |