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| 作 者： | 凱文·萊恩·凱勒，沃妮特·斯瓦米納坦 |
| 出版社： | 中國人民大學(xué)出版社 |
| 叢編項(xiàng)： | 工商管理經(jīng)典叢書 市場營銷系列 |
| 標(biāo) 簽： | 暫缺 |
| ISBN： | 9787300313801 | 出版時(shí)間： | 2023-03-01 | 包裝： | 平裝-膠訂 |
| 開本： | 128開 | 頁數(shù)： | 字?jǐn)?shù)： |
PART I Opening Perspectives
CHAPTER 1 Brands and Brand Management
PART II Developing a Brand Strategy
CHAPTER 2 Customer-Based Brand Equity and Brand Positioning
CHAPTER 3 Brand Resonance and the Brand Value Chain
PART III Designing and Implementing Brand Marketing Programs
CHAPTER 4 Choosing Brand Elements to Build Brand Equity
CHAPTER 5 Designing Marketing Programs to Build Brand Equity
CHAPTER 6 Integrating Marketing Communications to Build Brand Equity
CHAPTER 7 Branding in the Digital Era
CHAPTER 8 Leveraging Secondary Brand Associations to Build Brand Equity
PART IV Measuring and Interpreting Brand Performance
CHAPTER 9 Developing a Brand Equity Measurement and Management System
CHAPTER 10 Measuring Sources of Brand Equity: Capturing Customer Mind-Set
CHAPTER 11 Measuring Outcomes of Brand Equity: Capturing Market Performance
PART V Growing and Sustaining Brand Equity
CHAPTER 12 Designing and Implementing Brand Architecture Strategies
CHAPTER 13 Introducing and Naming New Products and Brand Extensions
CHAPTER 14 Managing Brands Over Time
CHAPTER 15 Managing Brands Over Geographic Boundaries and Market Segments
PART VI Closing Perspectives
CHAPTER 16 Closing Observations
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