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Strategic brand management : building, measuring, and managing brand equity / 5th ed., Global ed

Strategic brand management : building, measuring, and managing brand equity / 5th ed., Global ed (Loan 8 times)

Material type
단행본
Personal Author
Keller, Kevin Lane, 1956-. Swaminathan, Vanitha.
Title Statement
Strategic brand management : building, measuring, and managing brand equity / Kevin Lane Keller, Vanitha Swaminathan.
판사항
5th ed., Global ed.
Publication, Distribution, etc
Harlow, Essex :   Pearson,   c2020.  
Physical Medium
621 p. : col. ill. ; 28 cm.
ISBN
9781292314969 (pbk.) 1292314966 (pbk.)
Bibliography, Etc. Note
Includes bibliographical references and index.
Subject Added Entry-Topical Term
Brand name products --Management.
000 00000cam u2200205 a 4500
001 000046012879
005 20200114133518
008 200113s2020 enka b 001 0 eng d
020 ▼a 9781292314969 (pbk.)
020 ▼a 1292314966 (pbk.)
035 ▼a (KERIS)BIB000015401045
040 ▼a 211032 ▼d 211032 ▼c 211009 ▼d 211009
082 0 0 ▼a 658.8/27 ▼2 23
084 ▼a 658.827 ▼2 DDCK
090 ▼a 658.827 ▼b K29s5
100 1 ▼a Keller, Kevin Lane, ▼d 1956-.
245 1 0 ▼a Strategic brand management : ▼b building, measuring, and managing brand equity / ▼c Kevin Lane Keller, Vanitha Swaminathan.
250 ▼a 5th ed., Global ed.
260 ▼a Harlow, Essex : ▼b Pearson, ▼c c2020.
300 ▼a 621 p. : ▼b col. ill. ; ▼c 28 cm.
504 ▼a Includes bibliographical references and index.
650 0 ▼a Brand name products ▼x Management.
700 1 ▼a Swaminathan, Vanitha.
945 ▼a KLPA

Holdings Information

No. Location Call Number Accession No. Availability Due Date Make a Reservation Service
No. 1 Location Main Library/Western Books/ Call Number 658.827 K29s5 Accession No. 111821482 Availability Available Due Date Make a Reservation Service B M

Contents information

Table of Contents

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

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