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Strategic Brand Management书籍详细信息
- ISBN:9780132336222
- 作者:暂无作者
- 出版社:暂无出版社
- 出版时间:2007-2-1
- 页数:720
- 价格:GBP 57.99
- 纸张:暂无纸张
- 装帧:暂无装帧
- 开本:暂无开本
- 语言:未知
- 丛书:暂无丛书
- TAG:暂无
- 豆瓣评分:暂无豆瓣评分
内容简介:
For students, managers and senior executives studying Brand Management.
Keller, Strategic Brand Management , 3e provides insights into how to create profitable brand strategies by building, measuring, and managing brand equity.
MyLab或是Mastering系列是在线作业系统。Access Code Card是在线作业系统的访问码,是老师和学生课堂之外网络互动及交流的平台,个人是无法使用这个平台的。请读者注意您购买的这个ISBN是不带Access Code Card的。
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战略品牌管理(第3版)
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原文赏析:
According to the Ameriean Marketing Association(AMA),a brand is a name,term,sign,symbol,or design,or a combination of them,intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition."Technically speaking, then, whenever a marketer creates a new name,logo,or symbol for a new product,he or she has created a brand.
However, many practicing managers refer to a brand as more than that-as something that has created a certain amount of awareness, reputation,prominence,and so on,in the marketplace.It is the difference between a commodity and a distinctive offering that constitutes a brand.Thus,we can make a distinction between the AMA definition of a"brand"with a small b and the industry's concept of a"Brand"with a big ...
Five levels of meaning for a product
1.The core benefit level is the fundamental need or want that consumers satisfy by consuming the product or service.
2.The generic product level is a basic version of the product containing only those attributes or characteristics absolutely necessary for its functioning but with no distinguishing features. This is essentially a stripped-down,no-frills version of the product that adequately performs the product function.
3.The expected product level is a set of attributes or characteristics that buyers normally expectand agree to when they purchase a product.
4.The augmented product level includes additional product attributes,benefits,or related services that distinguish the product from competitors.
5.The potential product level includes all the augme...
其它内容:
书籍介绍
For students, managers and senior executives studying Brand Management.
Keller, Strategic Brand Management , 3e provides insights into how to create profitable brand strategies by building, measuring, and managing brand equity.
MyLab或是Mastering系列是在线作业系统。Access Code Card是在线作业系统的访问码,是老师和学生课堂之外网络互动及交流的平台,个人是无法使用这个平台的。请读者注意您购买的这个ISBN是不带Access Code Card的。
点击链接进入中文版:
战略品牌管理(第3版)
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