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From brand vision to brand evaluation : the strategic process of growing and strengthening brands / [electronic resource]
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| 자료유형 | E-Book |
|---|---|
| 개인저자 | De Chernatony, L. (Leslie) |
| 서명/저자사항 | From brand vision to brand evaluation[electronic resource] :the strategic process of growing and strengthening brands /Leslie de Chernatony. |
| 판사항 | 3rd ed. |
| 발행사항 | Amsterdam ; Boston ; London : Butterworth-Heinemann, 2010. |
| 형태사항 | 1 online resource (xvi, 376 p.) : ill. |
| ISBN | 9781856177733 1856177734 9780080966649 (electronic bk.) 0080966640 (electronic bk.) |
| 일반주기 |
Previous ed.: 2006.
|
| 서지주기 | Includes bibliographical references and index. |
| 내용주기 | Chapter 1: A balanced perspective on brands; Chapter 2: The diverse interpretations of "brand"; Chapter 3: A Strategic Process For Building Integrated Brands; Chapter 4: Brand Visioning; Chapter 5: The importance of organisational culture on brands; Chapter 6: Setting brand objectives; Chapter 7: Auditing the brandsphere; Chapter 8: Synthesising the nature of a brand; Chapter 9: Implementing and resourcing brands; Chapter 10: Brand evaluation; Chapter 11. Market driven branding. |
| 요약 | Seeing the world's biggest brands gain ground over the world's markets, you can't deny that the 25,000 students in the UK studying marketing will never understand their subject without knowing how branding works. This is THE key scholarly text in this crucial topic, an already hugely respected title and big seller in the field. It follows on from the introductory textbook Creating Powerful Brands, and comes highly illustrated with real examples of influential marketing campaigns. This is the book that will take students to the next level with the skills to develop and implement their own branding strategy. * Highly anticipated new edition from THE brand guru. * Current edition has sold OVER 5,000 copies! * Managers are developing successful brand strategies using earlier editions. * Extensive teaching aids accompanying the book to download online. Spend less. |
| 일반주제명 | Brand name products. Trademarks. Product management. BUSINESS & ECONOMICS -- Advertising & Promotion. |
| 언어 | 영어 |
| 기타형태 저록 | Print version:De Chernatony, L. (Leslie).From brand vision to brand evaluation.3rd ed.Amsterdam ; Boston ; London : Butterworth-Heinemann, 201097818561777331856177734 |
| 대출바로가기 | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=329110 |
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| No. | 등록번호 | 청구기호 | 소장처 | 도서상태 | 반납예정일 | 예약 | 서비스 | 매체정보 |
|---|---|---|---|---|---|---|---|---|
| 1 | WE00000386 | 658.827 | 가야대학교/전자책서버(컴퓨터서버)/ | 대출가능 |
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