Best practice cases in branding : lessons from the world’s strongest brands
tarafından
 
Keller, Kevin Lane. author

Başlık
: 
Best practice cases in branding : lessons from the world’s strongest brands

Yazar
: 
Keller, Kevin Lane. author

ISBN
: 
9780131411333

Yazar Ek Girişi
: 
Keller, Kevin Lane. author

Fiziksel Tanımlama
: 
288 pages. ; 22 cm.

İçerik
: 
Intel: building a technology brand got milk? branding a commodity General Electric: branding in business-to-business Red Bull: building brand equity in non-traditional ways MTV: Building brand resonance Nike: building a global brand iPod: creating an iconic brand DuPont: managing a corporate brand Dockers: creating a sub-brand Nivea: Managing a multi-category brand Yahoo!: managing an online brand American Express: managing a financial services brand Starbucks: managing a high growth brand Snapple: revitalizing a brand Accenture: rebranding a global brand.

Özet
: 
The twelve cases in this book, written by Kevin Lane Keller, one of the international leaders in the study of strategic brand management and integrated marketing communications, feature some of the world's most successful brands and companies, including Levi Strauss & Co., Intel, Nike, and DuPont. Keller's cases examine the strategic brand management process, best practice guidelines, and how to best build and manage brand equity. For executives and managers in marketing and/or brand management. This book is suggested for use with Strategic Brand Management, 2e, also by Kevin Lane Keller and published by Prentice Hall

Konu Başlığı
: 
Markalı ürünler -- Yönetim
 
Markalı ürünler -- Yönetim -- Örnek olaylar.
 
Brand name products -- Management
 
Brand name products -- Management -- Case studies


LibraryMateryal TürüDemirbaşYer NumarasıDurumu / Lokasyon / İade Tarihi
Ekonomi KütüphanesiKitapEKOBKN0006353658.827 KEL 2003Merkez Kütüphane Genel Koleksiyon