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Strategic brand management /
~
Elliott, Richard H.
Strategic brand management /
紀錄類型:
書目-語言資料,印刷品 : Monograph/item
杜威分類號:
658.827
書名/作者:
Strategic brand management // Richard Rosenbaum-Elliott, Larry Percy, & Simon Pervan.
作者:
Elliott, Richard H.
其他作者:
Percy, Larry.
出版者:
Oxford : : Oxford University Press,, c2018.
面頁冊數:
xi, 354 p. : : col. ill. ;; 25 cm.
標題:
Product management.
標題:
Brand name products.
標題:
Strategic planning.
ISBN:
9780198797807 (pbk.) :
書目註:
Includes bibliographical references and index.
內容註:
Sec. 1. The sociological meaning of brands -- Understanding the social psychology of brands -- Emotion and brands -- The symbolic meaning of brands -- Cultural meaning systems and brands -- Sec. 2. Brand equity and brand building -- Brand equity -- Brand communication -- Measuring brand performance and equity -- Sec. 3. Managing brands -- Brand strategies 1: symbolic brands -- Brand strategies 2: low-involvement brands -- Brand innovation and digital media -- Brand portfolio management -- People as brand touchpoints.
Strategic brand management /
Elliott, Richard H.
Strategic brand management /
Richard Rosenbaum-Elliott, Larry Percy, & Simon Pervan. - 4th ed. - Oxford :Oxford University Press,c2018. - xi, 354 p. :col. ill. ;25 cm.
Includes bibliographical references and index.
Sec. 1. The sociological meaning of brands -- Understanding the social psychology of brands -- Emotion and brands -- The symbolic meaning of brands -- Cultural meaning systems and brands -- Sec. 2. Brand equity and brand building -- Brand equity -- Brand communication -- Measuring brand performance and equity -- Sec. 3. Managing brands -- Brand strategies 1: symbolic brands -- Brand strategies 2: low-involvement brands -- Brand innovation and digital media -- Brand portfolio management -- People as brand touchpoints.
ISBN: 9780198797807 (pbk.) :NTD 1,620
LCCN: 2018932381Subjects--Topical Terms:
340211
Product management.
LC Class. No.: HD69.B7 / E447 2018
Dewey Class. No.: 658.827
Strategic brand management /
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