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PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION |
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FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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101005s2008 ||||||||||||||||||||eng|u |
INTERNATIONAL STANDARD BOOK NUMBER |
International Standard Book Number |
9780132336222 |
DATE AND TIME OF LATEST TRANSACTION |
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20170126095228.0 |
CONTROL NUMBER |
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33012 |
CONTROL NUMBER IDENTIFIER |
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UOWD |
MAIN ENTRY--PERSONAL NAME |
Personal name |
Keller, Kevin Lane, |
Dates associated with a name |
1956- |
TITLE STATEMENT |
Title |
Strategic brand management : |
Remainder of title |
building, measuring, and managing brand equity / |
Statement of responsibility, etc |
Kevin Lane Keller. |
PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
Place of publication, distribution, etc |
Upper Saddle River, NJ : |
Name of publisher, distributor, etc |
Pearson/Prentice Hall, |
Date of publication, distribution, etc |
c2008. |
PHYSICAL DESCRIPTION |
Extent |
xxi, 692 p. : |
Other physical details |
col. ill ; |
Dimensions |
26 cm. |
GENERAL NOTE |
General note |
Includes bibliographical references and index. |
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 15 Closing Observations. |
STUDY PROGRAM INFORMATION NOTE |
Program name |
HDR974 |
SUBJECT ADDED ENTRY--TOPICAL TERM |
Topical term or geographic name as entry element |
Brand name products |
General subdivision |
Management. |
ADDED ENTRY ELEMENTS (KOHA) |
Koha item type |
REGULAR |