明道大學圖書館 |

登入

回首頁

Brand asset management : = driving p...

Davis, Scott M., (1964-)

Brand asset management : = driving profitable growth through your brands /

紀錄類型:	書目-語言資料,印刷品 : 單行本
正題名/作者:	Brand asset management :/ Scott M. Davis ; foreword by David A. Aaker.
其他題名:	driving profitable growth through your brands /
作者:	Davis, Scott M.,
出版者:	San Francisco :Jossey-Bass, : c2002.,
面頁冊數:	xvi, 265 p. :ill. ; : 23 cm.;
附註:	Includes index.
叢書名:	[The Jossey-Bass business & management series]
標題:	Brand name products. -
電子資源:	http://www.loc.gov/catdir/toc/wiley041/2002009865.html
ISBN:	0787963941 (pbk.)

Brand asset management : = driving profitable growth through your brands /
Davis, Scott M.,1964-

Brand asset management :driving profitable growth through your brands /Scott M. Davis ; foreword by David A. Aaker. - 1st [i.e. 2nd] ed. - San Francisco :Jossey-Bass,c2002. - xvi, 265 p. :ill. ;23 cm. - [The Jossey-Bass business & management series].

Includes index.

Introduction. Does brand asset management strategy matter? An overview of brand asset management -- Developing a brand vision. Elements of a brand vision -- Determining your brandpicture. Determining your brand's image. Creating your brand's contract. Crafting a brand-based customer model -- Developing a brand asset management strategy. Positioning your brand for success. Extending your brand. Communicating your brand's positioning. Leveraging your brand to maximize channel influence. Pricing your brand at a premium -- Suporting a brand asset management culture. Measuring your return on brand investment (ROBI). Establishing a brand-based culture.

ISBN: 0787963941 (pbk.)NT$537Subjects--Topical Terms:

482351
Brand name products.

LC Class. No.: HD69.B7 / D264 2002

Dewey Class. No.: 658.8/27

Brand asset management : = driving profitable growth through your brands /
LDR:01557nam _2200265a _450 001 397221
005 20130114151401
008 030530s2002 caua 001 0 eng
020 $a 0787963941 (pbk.) $c NT$537
035 $a 12263
040 $a DLC $c DLC $d DLC
042 $a pcc
043 $a n-us---
050 0 0 $a HD69.B7 $b D264 2002
082 0 0 $a 658.8/27
100 1 $a Davis, Scott M., $d 1964- $3 482349
245 1 0 $a Brand asset management : $b driving profitable growth through your brands / $c Scott M. Davis ; foreword by David A. Aaker.
250 $a 1st [i.e. 2nd] ed.
260 $a San Francisco : $b Jossey-Bass, $c c2002.
300 $a xvi, 265 p. : $b ill. ; $c 23 cm.
440 4 $a [The Jossey-Bass business & management series]
500 $a Includes index.
500 $a Series from CIP data.
505 0 $a Introduction. Does brand asset management strategy matter? An overview of brand asset management -- Developing a brand vision. Elements of a brand vision -- Determining your brandpicture. Determining your brand's image. Creating your brand's contract. Crafting a brand-based customer model -- Developing a brand asset management strategy. Positioning your brand for success. Extending your brand. Communicating your brand's positioning. Leveraging your brand to maximize channel influence. Pricing your brand at a premium -- Suporting a brand asset management culture. Measuring your return on brand investment (ROBI). Establishing a brand-based culture.
650 0 $a Brand name products. $3 482351
650 0 $a Brand name products $z United States. $3 482312
650 0 $a Product management. $3 482352
650 0 $a Product management $z United States. $3 486849
809 $p BOOK $d HD69.B7 $e D264-2 $y 2002
856 4 1 $u http://www.loc.gov/catdir/toc/wiley041/2002009865.html
856 4 2 $u http://www.loc.gov/catdir/description/wiley039/2002009865.html