TY  - BOOK
AU  - Keller,Kevin Lane
TI  - Strategic brand management: building, measuring, and managing brand equity 
SN  - 9789332542204
U1  - 658.827 
PY  - 2015///
CY  - Boston
PB  - Pearson
KW  - Brand name products
KW  - Management
N1  - Includes bibliographical references and index; Part I: Opening Perspectives Chapter 1 Brands and Brand Management Part II: Identifying and Establishing Brand Positioning and Values Chapter 2 Customer-Based Brand Equity Chapter 3 Brand Positioning Part III: Planning and Implementing Brand Marketing Programs Chapter 4 Choosing Brand Elements to Build Brand Equity Chapter 5 Designing Marketing Programs to Build Brand Equity Chapter 6 Integrating Marketing Communications to Build Brand Equity Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity Part IV: Measuring and Interpreting Brand Performance Chapter 8 Developing a Brand Equity Measurement and Management System Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance Part V: Growing and Sustaining Brand Equity Chapter 11 Designing and Implementing Branding Strategies Chapter 12 Introducing and Naming New Products and Brand Extensions Chapter 13 Managing Brands over Time Chapter 14 Managing Brands over Geographic Boundaries and Market Segments Part VI: Closing Perspectives Chapter 15 Closing Observations
N2  - For students, managers and senior executives studying Brand Management. Keller provides insights into how to create profitable brand strategies by building, measuring, and managing brand equity
ER  -