The brand marketing book : creating, managing, and extending the value of your brand
著者
書誌事項
The brand marketing book : creating, managing, and extending the value of your brand
NTC Business Books in conjunction with the American Marketing Association, c2000
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注記
Includes bibliographical references (p. 237-240) and index
内容説明・目次
内容説明
Internationally respected marketing consultant Joe Marconi shows how to build a "value-added" brand in today's competitive global marketplace by creating an effective, integrated strategy involving advertising, marketing, publicity, and research. Case studies of successful brands that are now household names as well as those we no longer remember are included. Features "on-the-money" guidance for building successful brand strategies and brand loyalty including:
* Finding the right name or changing names. * Creating logos, signatures, and corporate identity programs. * Building a brand through advertising. * Creating, managing, and marketing brand equity.
目次
Brand Marketing * What Are the Five Myths of Today's Marketing? * Are Distinctive New Products and Services Possible? * Brand Proliferation and the Retailing System * Sales Promotion and Retail Brand Availability * The Changing Role of Advertising * Consumer Brand Loyalty Versus Brand Acceptance * Corporate Culture and Contemporary Marketing Practice * Integrated Marketing * Competition Creates New Value for Consumers * Internal Strategies for Corporate Growth * Value Creation Strategies for Corporate Growth * Resolving the Dilemma of Marketing
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