Duyệt Bộ môn Marketing theo Chủ đề "Brand name products"
Đang hiển thị mục 1-7 trong tổng 7
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Building strong brands
(Free Press, 1996)In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses ... -
Managing brand equity : capitalizing on the value of a brand name
(Free Press, 1991)The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; ... -
Strategic brand management : building, measuring, and managing brand equity
(Pearson, 2015)This book looks at branding from the perspective of the consumer, and provides a framework that helps students and managers identify, define, and measure brand equity. Using insight from both academics and industry ... -
Strategic brand management : building, measuring, and managing brand equity
(Pearson, 2013)Keller’s market leading strategic brand management book provides insights into profitable brand strategies by building, measuring, and managing brand equity. The Global Edition strengthens relevance by using locally ... -
Strategic brand management : building, measuring, and managing brand equity
(Pearson, 2020)This book looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws ... -
The fall of PR and the rise of advertising
(Stefan Engeseth Publishing, 2006) -
The new strategic brand management : advanced insights and strategic thinking
(Kogan Page, 2012)With both gravitas and intelligent insight, the book reveals new thinking on topics such as putting culture and content into brands, the impact of private labels and the comeback of local brands. This updated fifth edition ...