Value creation : the power of brand equity / William Neal and Ron Strauss.
Material type: TextLanguage: English Publication details: Mason, Ohio : South-Western Cengage Learning, c2008.Description: xiii, 353 p. : ill. ; 24 cmISBN:- 9781587992049
- 1587992043
- HD69 .B7N43 2008
Item type | Current library | Collection | Shelving location | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|---|---|
Books | North South University Library | Non-fiction | General Stacks | HD69.B7N43 2008 (Browse shelf(Opens below)) | 1 | Available | 34419 |
Includes bibliographical references and index.
Acknowledgments -- Introduction -- The need -- What's the solution? -- What is a brand? what isn't? -- Brands as financial assets -- Value creation/value destruction -- The current state of brand measurement -- Understanding brand value and brand equity -- Brand loyalty and brand performance -- What is branding? -- Brand success profiles -- Values-based market segmentation -- Leveraging the brand value model and brand performance -- Salient lessons for marketing service providers -- The value creation process -- The solution -- Technical addendum -- Glossary -- Index.
Marketing & International Business
Nuri Mahajabi
There are no comments on this title.