Başlık:
Best practice cases in branding : lessons from the world’s strongest brands
Yazar:
Keller, Kevin Lane. author
ISBN:
9780131411333
Yazar Ek Girişi:
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
Holds:
Copies:
Mevcut:*
Library | Materyal Türü | Demirbaş | Yer Numarası | Durumu / Lokasyon / İade Tarihi |
|---|---|---|---|---|
Arıyor... | Kitap | EKOBKN0006353 | 658.827 KEL 2003 | Arıyor... |