MARC details
| 000 -LEADER |
|---|
| fixed length control field |
05637nam a22003137a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
ZW-GwMSU |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20230519123454.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
230512b |||||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780273737872 (pbk.) |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
rda |
| Transcribing agency |
MSULIB |
| Language of cataloging |
English |
| Description conventions |
rda |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HD69.B7 KEL |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Keller, Kevin Lane, |
| Dates associated with a name |
1956- |
| Relator term |
author |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Strategic brand management : |
| Remainder of title |
a European perspective / |
| Statement of responsibility, etc |
created by Kevin Lane Keller, Tony Apéria and Mats Georgson. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
2nd ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Date of publication, distribution, etc |
c |
| 264 ## - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Name of producer, publisher, distributor, manufacturer |
Financial Times/Prentice Hall, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2012. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxv, 940 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
25 cm |
| 336 ## - CONTENT TYPE |
|---|
| Source |
rdacontent |
| content type term |
text |
| 337 ## - MEDIA TYPE |
|---|
| source |
rdamedia |
| media type term |
unmediated |
| media type code |
n |
| 338 ## - CARRIER TYPE |
|---|
| source |
rdacarrier |
| carrier type term |
volume |
| carrier type code |
nc |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Machine generated contents note: pt. I Opening perspectives<br/>1.Brands and brand management<br/>Preview<br/>What is a brand?<br/>Why do brands matter?<br/>Can anything be branded?<br/>What are the strongest brands?<br/>Branding challenges and opportunities<br/>The brand equity concept<br/>Strategic brand management process<br/>Chapter review<br/>Discussion questions<br/>References and notes<br/>pt. II Identifying and establishing brand positioning and values<br/>2.Customer-based brand equity<br/>Preview<br/>Customer-based brand equity<br/>Making a brand strong: brand knowledge<br/>Sources of brand equity<br/>Four steps to building a brand<br/>Brand building blocks<br/>Creating customer value<br/>Chapter review<br/>Discussion questions<br/>References and notes<br/>3.Brand positioning<br/>Preview<br/>Identifying and establishing brand positioning<br/>Positioning guidelines<br/>Defining and establishing brand mantras<br/>Chapter review<br/>Discussion questions<br/>References and notes Note continued: pt. III Planning and implementing the brand marketing programme<br/>4.Choosing brand elements to build brand equity<br/>Preview<br/>Criteria for choosing brand elements<br/>Options and tactics for brand elements<br/>Putting it all together<br/>Chapter review<br/>Discussion questions<br/>References and notes<br/>5.Designing marketing campaigns to build brand equity<br/>Preview<br/>New perspectives on marketing<br/>Product strategy<br/>Pricing strategy<br/>Channel strategy<br/>Chapter review<br/>Discussion questions<br/>References and notes<br/>6.Integrating marketing communications to build brand equity<br/>Preview<br/>New media<br/>Overview of marketing communication options<br/>Developing integrated marketing communication campaigns<br/>Chapter review<br/>Discussion questions<br/>References and notes<br/>7.Using secondary brand associations to build brand equity<br/>Preview<br/>Conceptualizing the process<br/>Company<br/>Country of origin and other geographic areas Note continued: Channels of distribution<br/>Co-branding<br/>Licensing<br/>Celebrity endorsement<br/>Sporting, cultural and other events<br/>Third-party sources<br/>Chapter review<br/>Discussion questions<br/>References and notes<br/>pt. IV Measuring and interpreting brand performance<br/>8.Developing a brand equity measurement and management system<br/>Preview<br/>The new accountability<br/>The brand value chain<br/>Brand audits<br/>Designing brand tracking studies<br/>Establishing a brand equity management system<br/>Chapter review<br/>Discussion questions<br/>References and notes<br/>9.Measuring sources of brand equity: capturing the customer mindset<br/>Preview<br/>Qualitative research techniques<br/>Zaltman Metaphor Elicitation Technique<br/>Quantitative research techniques<br/>Comprehensive models of consumer-based brand equity<br/>Chapter review<br/>Discussion questions<br/>References and notes<br/>10.Measuring outcomes of brand equity: capturing market performance<br/>Preview Note continued: Comparative methods<br/>Holistic methods<br/>Chapter review<br/>Discussion questions<br/>References and notes<br/>pt. V Growing and sustaining brand equity<br/>11.Designing and implementing branding strategies<br/>Preview<br/>Brand architecture<br/>Brand hierarchy<br/>Designing a branding strategy<br/>Using cause marketing to build brand equity<br/>Chapter review<br/>Discussion questions<br/>References and notes<br/>12.Introducing and naming products and brand extensions<br/>Preview<br/>New products and brand extensions<br/>Advantages of extensions<br/>Disadvantages of brand extensions<br/>Understanding how consumers evaluate brand extensions<br/>Evaluating brand extension opportunities<br/>Extension guidelines based on academic research<br/>Chapter review<br/>Discussion questions<br/>References and notes<br/>13.Managing brands over time<br/>Preview<br/>Reinforcing brands<br/>Revitalizing brands<br/>Adjustments to the brand portfolio<br/>Chapter review<br/>Discussion questions Note continued: References and notes<br/>14.Managing brands over geographic boundaries and market segments<br/>Preview<br/>Rationale for going international<br/>Advantages of global marketing campaigns<br/>Disadvantages of global marketing campaigns<br/>Standardization versus customization<br/>Global brand strategy<br/>Building global customer-based brand equity<br/>Chapter review<br/>Discussion questions<br/>References and notes<br/>pt. VI Closing perspectives<br/>15.Closing observations<br/>Preview<br/>Strategic brand management guidelines<br/>What makes a strong brand?<br/>Special applications<br/>Future brand priorities<br/>Chapter review<br/>Discussion questions<br/>References and notes |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
Brand equity is the main focus of this book, which provides readers with a valuable perspective and a common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. By giving students the foundation, the textbook allows for a broad exploration of a complicated subject |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Brand name products |
| General subdivision |
Management. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Brand name products |
| Geographic subdivision |
Europe |
| General subdivision |
Management. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Apéria, Tony. |
| Relator term |
author |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Georgson, Mats. |
| Relator term |
author |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Book |