Strategic brand management
著者
書誌事項
Strategic brand management
Oxford University Press, c2015
3rd ed
大学図書館所蔵 全4件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references and index
内容説明・目次
内容説明
Strategic Brand Management, 3e uniquely analyses the social and cultural aspects of brand strategy and its influence on consumer perceptions around the world.
Written by experts in the field, it is designed to ensure students are confident in analysing traditional ideas of brand equity and positioning and are able to understand the emotional and cultural connections brands create and employ. The book's innovative framework separates a brand's concept into its functional and emotional parts to give students a complete understanding of how brands operate and compete for consumer loyalty.
In addition, brand management theory is applied to a wealth of engaging real-life case studies and full colour images clearly illustrate brand strategies in action. Diverse and dynamic examples include Red Bull, Fiat, and Virgin, as well as innovative Australian stationery brands, Scandinavian coffee companies, and international retail giants.
As a result, Strategic Brand Management is the complete and essential textbook for students aiming to develop their academic and professional skills and learn more about this challenging and profitable industry.
This textbook is accompanied by an integrated Online Resource Centre:
For students:
- Apply your research skills and widen your understanding of real-world brand management with our range of web exercises.
- Connect to relevant and reliable sources of online information using our chapter-by-chapter web links.
For registered lecturers:
- Adapt the accompanying PowerPoint slides as a basis for lecture presentations, or for use as hand-outs in class.
- Access links to a range of relevant articles, YouTube videos, and websites to support your teaching.
目次
- SECTION I: THE SOCIOCULTURAL MEANINGS OF BRANDS
- SECTION II: BRAND EQUITY AND BRAND BUILDING
- SECTION III: MANAGING BRANDS
「Nielsen BookData」 より