机读格式显示(MARC)
- 000 02597cam a2200337 i 4500
- 008 150903s2016 caua b 001 0 eng
- 020 __ |a 9789351503163 (hardback)
- 040 __ |a DLC |b eng |e rda |c DLC
- 099 __ |a CAL 022016008230
- 245 04 |a The future of branding / |c edited by Rajendra K. Srivastava and Gregory Metz Thomas.
- 264 _1 |a Thousand Oaks : |b SAGE Publications India Pvt Ltd, |c 2016.
- 300 __ |a xviii, 468 pages : |b illustrations ; |c 25 cm.
- 336 __ |a text |2 rdacontent
- 337 __ |a unmediated |2 rdamedia
- 338 __ |a volume |2 rdacarrier
- 504 __ |a Includes bibliographical references and index.
- 505 0_ |a Preface -- Acknowledgments -- Brand strategy -- Selecting the brand architecture to match your strategy / Jean-Noel Kapferer -- A strategic approach to grow profits : defining, measuring, and maximizing customer value / V. Kumar and Bharath Rajan -- Branding in retail / Lluis Martinez-Ribes -- Brand building -- Brand identity : brand naming process and brand linguistics in the international context / Bernd Schmitt and Shi Zhang -- The six-station model of corporate identity : developing and assessing the model / Jean Yannis Suvatjis and Leslie de Chernatony -- Brand development processes and planning / Kevin Lane Keller -- Managing the brand experience / Bernd Schmitt -- Rethinking brand development in an interactive marketplace / Don E. Schultz -- Luxury brands / Vanessa M. Patrick and Henrik Hagtvedt -- The dynamics of brand trust / Gregory M. Thomas -- Leveraging brands -- Branding and emerging markets / Martin Roll -- Opportunities and risks in co-branding and licensing / Jeffrey Parkhurst -- Brand revitalization / Kevin Lane Keller -- Brand identity strategy for mergers and acquisitions / Srinivas Reddy and Anupam Jaju -- Brand performance management -- The great debate : managing brands versus managing customers / Werner Reinartz -- Brand imperative : protecting your most valuable assets / Jeffery Andrien, Paul Benoit, and Philip C. Zerrillo -- Hidden value of brands : brands in mergers and acquisitions / S. Cem Bahadir -- Role of brands in managing innovation / Rajendra Srivastava -- About the editors and contributors -- Index.
- 650 _0 |a Branding (Marketing)
- 650 _0 |a Strategic planning.
- 700 1_ |a Srivastava, Rajendra K., |e editor.
- 700 1_ |a Thomas, Gregory Metz, |e editor.
- 950 __ |a JHUL |b F760.5 |c F996