Administración estratégica de marca branding (Book, 2008) []
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Administración estratégica de marca branding

Author: Kevin Lane Keller; Erika Montserrat Jasso Hernand Borneville; Roberto Garza Castillón Cantú; Carlos Mondragón
Publisher: México : Pearson Educación, 2008.
Edition/Format:   Print book : Spanish : 3a ed



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Document Type: Book
All Authors / Contributors: Kevin Lane Keller; Erika Montserrat Jasso Hernand Borneville; Roberto Garza Castillón Cantú; Carlos Mondragón
ISBN: 9789702612841 9702612845
OCLC Number: 256080549
Description: xxi, 692 p. : il., diagrams, gráficas ; 27 cm
Contents: I: Opening Perspectives CHAPTER 1Brands & Brand ManagementII: Identifying and Establishing Brand Positioning and Values CHAPTER 2Customer-Based Brand EquityCHAPTER 3Brand Positioning III: Planning and Implementing Brand Marketing Programs CHAPTER 4Choosing Brand Elements to Build Brand EquityCHAPTER 5 Designing Marketing Programs to Build Brand EquityCHAPTER 6Integrating Marketing Communications to Build Brand EquityCHAPTER 7Leveraging Secondary Brand Associations to Build Brand EquityIV: Measuring and Interpreting Brand Performance. CHAPTER 8Developing a Brand Equity Measurement and Management SystemCHAPTER 9Measuring Sources of Brand Equity: Capturing Customer MindsetCHAPTER10Measuring Outcomes of Brand Equity: Capturing Market PerformanceV: Growing and Sustaining Brand Equity.CHAPTER 11Designing and Implementing Branding StrategiesCHAPTER 12Introducing and Naming New Products and Brand ExtensionsCHAPTER 13Managing Brands over TimeCHAPTER 14Managing Brands over Geographic Boundaries and Market SegmentsVI: Closing PerspectivesCHAPTER 15Closing Observations
Other Titles: Strategic brand management.
Responsibility: Kevin Lane Keller ; traducción Erika Montserrat Jaasso Hernand Borneville ; revisión técnica Roberto Garza-Castillón Cantú, Carlos Mondragón.
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