Strategic brand management: building, measuring, and managing brand equity
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River, NJ [u.a.]
Prentice Hall
2008
|
| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXI, 692 S. Ill., graph. Darst. |
| ISBN: | 9780131888593 0131888595 9780132336222 0132336227 |
Internformat
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| 245 | 1 | 0 | |a Strategic brand management |b building, measuring, and managing brand equity |c Kevin Lane Keller |
| 250 | |a 3. ed. | ||
| 264 | 1 | |a Upper Saddle River, NJ [u.a.] |b Prentice Hall |c 2008 | |
| 300 | |a XXI, 692 S. |b Ill., graph. Darst. | ||
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| 650 | 7 | |a Merken |2 gtt | |
| 650 | 4 | |a Reklam | |
| 650 | 7 | |a Strategisch management |2 gtt | |
| 650 | 4 | |a Brand name products |x Management | |
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Datensatz im Suchindex
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| adam_text | Part
!;
Opening Perspectives
1
Chapter
1
Brands and Brand Management
1
Part II: Identifying and Establishing Brand Positioning
and Values
47
Chapter
2
Customer-Based Brand Equity
47
Chapter
3
Brand Positioning
97
Part
Ili:
Planning and Implementing Brand Marketing
Programs
139
Chapter
4
Choosing Brand Elements to Build Brand Equity
139
Chapter
5
Designing Marketing Programs to Build Brand
Equity
184
Chapter
6
Integrating Marketing Communications to Build
Brand Equity
229
Chapter
7
Leveraging Secondary Brand Associations to Build
Brand Equity
279
Part IV: Measuring and Interpreting Brand Performance
315
Chapter
8
Developing a Brand Equity Measurement and
Managementsystem 315
Chapter
9
Measuring Sources of Brand Equity: Capturing Customer
Mind-Set
353
Chapter
10
Measuring Outcomes of Brand Equity. Capturing Market
Performance
402
Part V: Growing and Sustaining Brand Equity
432
Chapter
11
Designing and Implementing Branding
Strategies
432
Chapter
12
Introducing and Naming New Products and Brand
Extensions
489
Chapter
13
Managing Brands over Time
546
Chapter
14
Managing Brands over Geographic Boundaries and
Market Segments
588
Part VI: Closing Perspectives
635
Chapter
15
Closing Observations
635
|
| adam_txt |
Part
!;
Opening Perspectives
1
Chapter
1
Brands and Brand Management
1
Part II: Identifying and Establishing Brand Positioning
and Values
47
Chapter
2
Customer-Based Brand Equity
47
Chapter
3
Brand Positioning
97
Part
Ili:
Planning and Implementing Brand Marketing
Programs
139
Chapter
4
Choosing Brand Elements to Build Brand Equity
139
Chapter
5
Designing Marketing Programs to Build Brand
Equity
184
Chapter
6
Integrating Marketing Communications to Build
Brand Equity
229
Chapter
7
Leveraging Secondary Brand Associations to Build
Brand Equity
279
Part IV: Measuring and Interpreting Brand Performance
315
Chapter
8
Developing a Brand Equity Measurement and
Managementsystem 315
Chapter
9
Measuring Sources of Brand Equity: Capturing Customer
Mind-Set
353
Chapter
10
Measuring Outcomes of Brand Equity. Capturing Market
Performance
402
Part V: Growing and Sustaining Brand Equity
432
Chapter
11
Designing and Implementing Branding
Strategies
432
Chapter
12
Introducing and Naming New Products and Brand
Extensions
489
Chapter
13
Managing Brands over Time
546
Chapter
14
Managing Brands over Geographic Boundaries and
Market Segments
588
Part VI: Closing Perspectives
635
Chapter
15
Closing Observations
635 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Keller, Kevin Lane 1956- |
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| callnumber-subject | HD - Industries, Land Use, Labor |
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| ctrlnum | (OCoLC)80461138 (DE-599)BVBBV022541854 |
| dewey-full | 658.827 658.8/27 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| dewey-search | 658.827 658.8/27 |
| dewey-sort | 3658.827 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 3. ed. |
| format | Book |
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| id | DE-604.BV022541854 |
| illustrated | Illustrated |
| index_date | 2024-07-02T18:10:33Z |
| indexdate | 2024-11-22T04:01:11Z |
| institution | BVB |
| isbn | 9780131888593 0131888595 9780132336222 0132336227 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-015748274 |
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| physical | XXI, 692 S. Ill., graph. Darst. |
| publishDate | 2008 |
| publishDateSearch | 2008 |
| publishDateSort | 2008 |
| publisher | Prentice Hall |
| record_format | marc |
| spellingShingle | Keller, Kevin Lane 1956- Strategic brand management building, measuring, and managing brand equity Markalı ürünler - Yönetim Marketing gtt Merken gtt Reklam Strategisch management gtt Brand name products Management Markenwert (DE-588)4346474-9 gnd Marke (DE-588)4074577-6 gnd Markenpolitik (DE-588)4144679-3 gnd Produktmanagement (DE-588)4125960-9 gnd Strategisches Management (DE-588)4124261-0 gnd Markenartikel (DE-588)4037584-5 gnd Markenname (DE-588)4114513-6 gnd Management (DE-588)4037278-9 gnd |
| subject_GND | (DE-588)4346474-9 (DE-588)4074577-6 (DE-588)4144679-3 (DE-588)4125960-9 (DE-588)4124261-0 (DE-588)4037584-5 (DE-588)4114513-6 (DE-588)4037278-9 (DE-588)4123623-3 |
| title | Strategic brand management building, measuring, and managing brand equity |
| title_auth | Strategic brand management building, measuring, and managing brand equity |
| title_exact_search | Strategic brand management building, measuring, and managing brand equity |
| title_exact_search_txtP | Strategic brand management building, measuring, and managing brand equity |
| title_full | Strategic brand management building, measuring, and managing brand equity Kevin Lane Keller |
| title_fullStr | Strategic brand management building, measuring, and managing brand equity Kevin Lane Keller |
| title_full_unstemmed | Strategic brand management building, measuring, and managing brand equity Kevin Lane Keller |
| title_short | Strategic brand management |
| title_sort | strategic brand management building measuring and managing brand equity |
| title_sub | building, measuring, and managing brand equity |
| topic | Markalı ürünler - Yönetim Marketing gtt Merken gtt Reklam Strategisch management gtt Brand name products Management Markenwert (DE-588)4346474-9 gnd Marke (DE-588)4074577-6 gnd Markenpolitik (DE-588)4144679-3 gnd Produktmanagement (DE-588)4125960-9 gnd Strategisches Management (DE-588)4124261-0 gnd Markenartikel (DE-588)4037584-5 gnd Markenname (DE-588)4114513-6 gnd Management (DE-588)4037278-9 gnd |
| topic_facet | Markalı ürünler - Yönetim Marketing Merken Reklam Strategisch management Brand name products Management Markenwert Marke Markenpolitik Produktmanagement Strategisches Management Markenartikel Markenname Management Lehrbuch |
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| work_keys_str_mv | AT kellerkevinlane strategicbrandmanagementbuildingmeasuringandmanagingbrandequity |
Inhaltsverzeichnis
THWS Würzburg Zentralbibliothek Lesesaal
| Signatur: |
1000 QP 624 K29(3) 1000 QP 624 K29(3)st |
|---|---|
| Exemplar 1 | ausleihbar Verfügbar Bestellen |
| Exemplar 2 | ausleihbar Verfügbar Bestellen |
| Exemplar 3 | ausleihbar Verfügbar Bestellen |