building, measuring, and managing brand equity Keller, Kevin Lane creator text bibliography nju Upper Saddle River Pearson 2013 2008 4th ed. monographic eng

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590 p. : col. ill. ; 27 cm. Contents: 1. Opening perspectives: brands and brand management -- 2. Developing a brand strategy: Customer- based equity and brand positioning -- Brand resonance and the brand value chain -- 3. Designing and implementing brand marketing programs: Choosing brand elements to build equity -- Designing marketing programs to build equity -- Integrating marketing communications to build brand equity -- Leveraging secondary brand associations to build brand equity -- 4.Measuring and interpreting brand performance: Developing a brand equity measurement and management system -- Measuring sources of brand equity: customer mind-set -- Measuring outcomes of brand equity: capturing market performance -- 5. Growing and sustaining brand equity: Design and implementing branding architecture strategies -- Introducing and naming new products and brand extensions -- Managing brands over time -- Managing brands over geographic boundaries and market segments -- 6. Closing perspectives: Closing observation -- Kevin Lane Keller. Includes bibliographical references and index. Brand name products Management HD69.B7.K45(4e) 658.8/27 85.40 9780273779414 0273779419 2007003552 http://www.loc.gov/catdir/toc/ecip079/2007003552.html http://www.loc.gov/catdir/toc/ecip079/2007003552.html DLC 070126 20211122161529.0 14712820