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Strategic Brand Management, Global Edition + Marketing in Focus

Course Codes : MKTG311, MKTG811

Strategic Brand Management, Global Edition + Marketing in Focus

ISBN 9781486095667
Edition 4
Publication Date
Publisher Pearson Education Australia
Author(s)
Overview
Strategic Brand Management, Global Edition Part I: Opening Perspectives    Chapter 1 Brands and Brand Management    Part II: Identifying and Establishing Brand Positioning and Values    Chapter 2 Customer-Based Brand Equity    Chapter 3 Brand Positioning    Part III: Planning 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 Leveraging Secondary Brand Associations to Build Brand Equity    Part IV: Measuring and Interpreting Brand Performance    Chapter 8 Developing a Brand Equity Measurement and Management System    Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set    Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance    Part V: Growing and Sustaining Brand Equity    Chapter 11 Designing and Implementing Branding Strategies    Chapter 12 Introducing and Naming New Products and Brand Extensions    Chapter 13 Managing Brands over Time    Chapter 14 Managing Brands over Geographic Boundaries and Market Segments    Part VI: Closing Perspectives    Chapter 15 Closing Observations

 

Course Codes : MKTG311, MKTG811
Overview
Strategic Brand Management, Global Edition Part I: Opening Perspectives    Chapter 1 Brands and Brand Management    Part II: Identifying and Establishing Brand Positioning and Values    Chapter 2 Customer-Based Brand Equity    Chapter 3 Brand Positioning    Part III: Planning 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 Leveraging Secondary Brand Associations to Build Brand Equity    Part IV: Measuring and Interpreting Brand Performance    Chapter 8 Developing a Brand Equity Measurement and Management System    Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set    Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance    Part V: Growing and Sustaining Brand Equity    Chapter 11 Designing and Implementing Branding Strategies    Chapter 12 Introducing and Naming New Products and Brand Extensions    Chapter 13 Managing Brands over Time    Chapter 14 Managing Brands over Geographic Boundaries and Market Segments    Part VI: Closing Perspectives    Chapter 15 Closing Observations

 

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