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

By: Elliott, Richard H.
Contributor(s): Percy, Larry | Pervan, Simon.
Material type: materialTypeLabelBookPublisher: Oxford, United Kingdom : Oxford University Press, 2018Edition: 4th. ed.Description: xi, 354 p.ISBN: 9780198797807.Subject(s): DISEÑO DE PRODUCTOS | PLANIFICACION ESTRATEGICADDC classification: 658.827
Contents:
Part 1. THE SOCIOCULTURAL MEANING OF BANDS. 1. Understanding the social psychology of brands 2. Emotion and brands 3. The symbolic meaning of brands 4. Cultural meaning systems and brands. Part 2. BRAND EQUITY AND BRAND BUILDING. 5. Brand equity 6. Brand communication 7. Measuring brand performance and equity. Part 3. MANAGING BRANDS. 8. Brand strategies 1 - Symbolic brands 9. Brand strategies 2 - Low-involvement brands 10. Brand Innovation and Digital Media 11. Brand portfolio management 12. People as brand touchpoints
List(s) this item appears in: SOLICITUD 2019 1121200 INGENIERIA INDUSTRIAL
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Item type Current location Collection Call number Copy number Status Date due Barcode Item holds
Libro General Libro General Biblioteca General-Calle 100
Centro de procesado
Colección General 658.827 E55s (Browse shelf) Ej. 1 En Procesos Técnicos 52879
Libro General Libro General Biblioteca General-Calle 100
Centro de procesado
Colección General 658.827 E55s (Browse shelf) Ej. 2 En Procesos Técnicos 52880
Libro General Libro General Biblioteca General-Calle 100
Centro de procesado
Colección General 658.827 E55s (Browse shelf) Ej. 3 En Procesos Técnicos 52881
Libro General Libro General Biblioteca General-Calle 100
Centro de procesado
Colección General 658.827 E55s (Browse shelf) Ej. 4 En Procesos Técnicos 52882
Total holds: 0

Part 1. THE SOCIOCULTURAL MEANING OF BANDS. 1. Understanding the social psychology of brands 2. Emotion and brands 3. The symbolic meaning of brands 4. Cultural meaning systems and brands. Part 2. BRAND EQUITY AND BRAND BUILDING. 5. Brand equity 6. Brand communication 7. Measuring brand performance and equity. Part 3. MANAGING BRANDS. 8. Brand strategies 1 - Symbolic brands 9. Brand strategies 2 - Low-involvement brands 10. Brand Innovation and Digital Media 11. Brand portfolio management 12. People as brand touchpoints

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