Complete eTextbook Content:
PART I: STRATEGIC BRAND MANAGEMENT: AN INTRODUCTION
1. Brands and Brand Management
PART II: DEVELOPING A BRAND STRATEGY
2. Customer-Based Brand Equity and Brand Positioning
3. Brand Resonance and Brand Value Chain
PART III: DESIGNING AND IMPLEMENTING BRAND MARKETING PROGRAMS
4. Choosing Brand Elements to Build Brand Equity
5. Designing Marketing Programs to Build Brand Equity
6. Integrating Marketing Communications to Build Brand Equity
7. Branding in the Digital Era
8. Leveraging Secondary Brand Associations to Build Brand Equity
PART IV: MEASURING AND INTERPRETING BRAND PERFORMANCE
9. Developing a Brand Equity Measurement and Management System
10. Measuring Sources of Brand Equity: Capturing Customer Mind-Set
11. Measuring Outcomes of Brand Equity: Capturing Market Performance
PART V: GROWING AND SUSTAINING BRAND EQUITY
12. Designing and Implementing Brand Architecture Strategies
13. Introducing and Naming New Products and Brand Extensions
14. Managing Brands Over Time
15. Managing Brands Over Geographic Boundaries and Market Segments
PART VI: CLOSING PERSPECTIVES
16. Closing Observations
Name: Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition
Author: Kevin Lane Keller, Vanitha Swaminathan
This is a eBook for the acutal textbook of Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition, by Kevin Lane Keller, Vanitha Swaminathan.
eTextbook comes in pdf format which can work under all PC based windows operating system and Mac, Linux OS, Iphone, Ipad, Android etc…
It saves to your hard-drive and can be burned to CD-ROM. All pages are printable.
It is exactly same as the actual hardbook. And it is Color Version.
1) A COMPLETE eBook 622 Pages), with all single page and Chapters, Color Version. Same as the original textbook. Comes with PDF file format. Can be read by Adobe Reader.
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