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| 100 | 1 | ▼a Arnold, David. |
| 245 | 1 4 | ▼a The handbook of brand management / ▼c David Arnold. |
| 260 | ▼a Reading, Mass. : ▼b Addison-Wesley, ▼c c1992 ▼g (1993 printing). | |
| 300 | ▼a xxii, 259 p. : ▼b ill. ; ▼c 25 cm. | |
| 490 | 1 | ▼a International management series |
| 504 | ▼a Includes bibliographical references and index. | |
| 650 | 0 | ▼a Brand name products ▼z United States. |
| 650 | 0 | ▼a Brand name products ▼z United States ▼x Marketing. |
| 650 | 0 | ▼a Advertising ▼x Brand name products ▼z United States. |
| 830 | 0 | ▼a International management series. |
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 A753h | Accession No. 511050321 | Availability Available | Due Date | Make a Reservation | Service |
| No. 2 | Location Science & Engineering Library/Sci-Info(Stacks2)/ | Call Number 658.827 A753h | Accession No. 421119126 (1회 대출) | Availability Available | Due Date | Make a Reservation | Service |
| No. | Location | Call Number | Accession No. | Availability | Due Date | Make a Reservation | Service |
|---|---|---|---|---|---|---|---|
| No. 1 | Location Main Library/Western Books/ | Call Number 658.827 A753h | Accession No. 511050321 | Availability Available | Due Date | Make a Reservation | Service |
| No. | Location | Call Number | Accession No. | Availability | Due Date | Make a Reservation | Service |
|---|---|---|---|---|---|---|---|
| No. 1 | Location Science & Engineering Library/Sci-Info(Stacks2)/ | Call Number 658.827 A753h | Accession No. 421119126 (1회 대출) | Availability Available | Due Date | Make a Reservation | Service |
Contents information
Book Introduction
Establishing a brand name is the goal of anyone introducing a new product, and maintaining a brand over time is even more profitable. Established brands are now major corporate assets, as shown when Philip Morris bought Kraft for four times its book value.The Handbook of Brand Management explains the ins and outs of managing brand names in today’s fast-changing, competitive marketplace. Developed by marketing expert David Arnold to answer managers’ actual questions about brands, this essential guide combines expert advice with the stories of thirteen successful companies from around the world.This book describes how to research, target, budget, and promote new brand. It presents detailed analyses of marketing plans used in situations both good (how did Anheuser-Busch introduce Michelob Dry so successfully?) and bad (how could Perrier survive the benzene scare?).For established brands, managers learn tactics to reverse a market-share decline, to extend brands internationally, and to appraise a brand name’s financial value. They find insights in the examples of Schering-Plough ?stretching” the Coppertone brand to include sunscreens for children, Birds Eye freezing out competitors by how it positioned a new meal in consumers’ minds, and many other popular brand-name products.
Information Provided By: :
Table of Contents
* Understanding Branding * The Anatomy of a Brand * The Brand Management Process * Using Research to Understand Markets * Identifying Target CustomersUnderstanding Segmentation * Brand Positioning * The Scope of a BrandBrand Stretching * The Role of Promotion * Spending Money on Promotion * Brand Valuation * The Globalization of Brands