From brand vision to brand evaluation : the strategic process of growing and strengthening brands 3rd ed
| 000 | 01007camuu2200289 a 4500 | |
| 001 | 000045625559 | |
| 005 | 20110113154551 | |
| 008 | 091204s2010 enka b 001 0 eng|d | |
| 015 | ▼a GBA9C3627 ▼2 bnb | |
| 020 | ▼a 9781856177733 (pbk.) | |
| 020 | ▼a 1856177734 (pbk.) | |
| 035 | ▼a (KERIS)BIB000012086107 | |
| 040 | ▼a 241044 ▼b 241044 ▼c 241044 ▼d 241044 ▼d 244002 | |
| 082 | 0 4 | ▼a 658.827 ▼2 22 |
| 084 | ▼a 658.827 ▼2 DDCK | |
| 090 | ▼a 658.827 ▼b D278f3 | |
| 100 | 1 | ▼a De Chernatony, L. ▼q (Leslie) |
| 245 | 1 0 | ▼a From brand vision to brand evaluation : ▼b the strategic process of growing and strengthening brands / ▼c Leslie de Chernatony. |
| 250 | ▼a 3rd ed. | |
| 260 | ▼a Oxford : ▼b Butterworth-Heinemann, ▼c 2010. | |
| 300 | ▼a xvi, 376 p. : ▼b ill. ; ▼c 24 cm. | |
| 500 | ▼a Previous ed.: 2006. | |
| 504 | ▼a Includes bibliographical references(p. [361]-370) and index. | |
| 650 | 0 | ▼a Brand name products. |
| 650 | 0 | ▼a Trademarks. |
| 650 | 0 | ▼a Product management. |
소장정보
| No. | 소장처 | 청구기호 | 등록번호 | 도서상태 | 반납예정일 | 예약 | 서비스 |
|---|---|---|---|---|---|---|---|
| No. 1 | 소장처 세종학술정보원/사회과학실(4층)/ | 청구기호 658.827 D278f3 | 등록번호 151295258 (1회 대출) | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
컨텐츠정보
책소개
Seeing the world's biggest brands gain ground over the world's markets, you can't deny that the 25,000 students in the UK studying marketing will never understand their subject without knowing how branding works.
This is THE key scholarly text in this crucial topic, an already hugely respected title and big seller in the field. It follows on from the introductory textbook Creating Powerful Brands, and comes highly illustrated with real examples of influential marketing campaigns. This is the book that will take students to the next level with the skills to develop and implement their own branding strategy.
Seeing the world's biggest brands gain ground over the world's markets, you can't deny that the 25,000 students in the UK studying marketing will never understand their subject without knowing how branding works.
This is THE key scholarly text in this crucial topic, an already hugely respected title and big seller in the field. It follows on from the introductory textbook Creating Powerful Brands, and comes highly illustrated with real examples of influential marketing campaigns. This is the book that will take students to the next level with the skills to develop and implement their own branding strategy.
정보제공 :
목차
1. A balanced perspective on brands
2. The diverse interpretations of "brand"
3. A Strategic Process For Building Integrated Brands
4. Brand Visioning
5. The importance of organisational culture on brands
6. Setting brand objectives
7. Auditing the brandsphere
8. Synthesising the nature of a brand .
9. Implementing and resourcing brands
10. Brand evaluation
11. Market driven branding
정보제공 :