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Strategic brand management / Richard Rosenbaum-Elliott, Larry Percy, & Simon Pervan.

By: Elliott, Richard H., author.
Contributor(s): Percy, Larry, author. | Pervan, Simon, author.
Call number: HD69.B7 E447 2018 Material type: TextTextPublisher: Oxford, United Kingdom : Oxford University Press, [2018]Edition: 4th edition..Description: xi, 354 pages : color illustrations ; 25 cm.Content type: text | still image Media type: unmediated Carrier type: volumeISBN: 9780198797807 (pbk.)Subject(s): Product management. | Brand name products. | Strategic planning.
Contents:
Sec. 1. The sociological meaning of brands -- Understanding the social psychology of brands -- Emotion and brands -- The symbolic meaning of brands -- Cultural meaning systems and brands -- Sec. 2. Brand equity and brand building -- Brand equity -- Brand communication -- Measuring brand performance and equity -- Sec. 3. Managing brands -- Brand strategies 1: symbolic brands -- Brand strategies 2: low-involvement brands -- Brand innovation and digital media -- Brand portfolio management -- People as brand touchpoints.
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Includes bibliographical references and index.

Sec. 1. The sociological meaning of brands -- Understanding the social psychology of brands -- Emotion and brands -- The symbolic meaning of brands -- Cultural meaning systems and brands -- Sec. 2. Brand equity and brand building -- Brand equity -- Brand communication -- Measuring brand performance and equity -- Sec. 3. Managing brands -- Brand strategies 1: symbolic brands -- Brand strategies 2: low-involvement brands -- Brand innovation and digital media -- Brand portfolio management -- People as brand touchpoints.

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