| 000 | 00000cam u2200205 a 4500 | |
| 001 | 000046012879 | |
| 005 | 20250214152402 | |
| 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- ▼0 AUTH(211009)132599. |
| 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 ▼0 AUTH(211009)152909. |
| 945 | ▼a KLPA |
소장정보
| No. | 소장처 | 청구기호 | 등록번호 | 도서상태 | 반납예정일 | 예약 | 서비스 |
|---|---|---|---|---|---|---|---|
| No. 1 | 소장처 중앙도서관/서고7층/ | 청구기호 658.827 K29s5 | 등록번호 111821482 (14회 대출) | 도서상태 대출중 | 반납예정일 2026-03-30 | 예약 예약가능 | 서비스 |
컨텐츠정보
책소개
This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.
For courses in brand management.
Create profitable brand strategies by building, measuring, and managing brand equity
Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today's consumers.정보제공 :
목차
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