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戰(zhàn)略品牌管理(英文版·第5版)(工商管理經(jīng)典叢書·市場營銷系列) 版權(quán)信息
- ISBN：9787300313801
- 條形碼：9787300313801 ; 978-7-300-31380-1
- 裝幀：一般膠版紙
- 冊數(shù)：暫無
- 重量：暫無
- 所屬分類：>>
戰(zhàn)略品牌管理(英文版·第5版)(工商管理經(jīng)典叢書·市場營銷系列) 內(nèi)容簡介
顧客導(dǎo)向是現(xiàn)代營銷的根本思想，凱勒 “基于顧客的品牌資產(chǎn)”將顧客導(dǎo)向貫徹到品牌領(lǐng)域，成為現(xiàn)代品牌理論的主流和核心。《戰(zhàn)略品牌管理》 這部經(jīng)典著作“知行合一”，以科學(xué)邏輯為本，以解決企業(yè)品牌戰(zhàn)略問題為目標(biāo)，提出了完整的“戰(zhàn)略品牌管理準(zhǔn)則”。本書敘述邏輯貼近實(shí)戰(zhàn)脈絡(luò)，提供操作流程、執(zhí)行方法、案例展示和問題討論，輔以得心應(yīng)手的品牌管理工具和啟發(fā)印證的鮮活個案，是品牌營銷的有效行動指南。
第5版關(guān)注數(shù)字品牌，重要更新包括：
新增第 7章“數(shù)字時代的品牌化”，提出通過“品牌融入度”這一創(chuàng)新變量來評估品牌對消費(fèi)者的影響。
增加了一些有關(guān)品牌化的新主題，如歸因建模、社會傾聽、在線品牌融入、數(shù)字原生垂直品牌、社交媒體時代的品牌危機(jī)管理等。
新增“品牌科學(xué)”專欄，增加數(shù)字化品牌戰(zhàn)略的新案例，反映品牌實(shí)踐的新進(jìn)展。
戰(zhàn)略品牌管理(英文版·第5版)(工商管理經(jīng)典叢書·市場營銷系列) 目錄
PART I Opening Perspectives
CHAPTER 1 Brands and Brand Management
PART II Developing a Brand Strategy
CHAPTER 2 Customer-Based Brand Equity and Brand Positioning
CHAPTER 3 Brand Resonance and the Brand Value Chain
PART III Designing 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 Branding in the Digital Era
CHAPTER 8 Leveraging Secondary Brand Associations to Build Brand Equity
PART IV Measuring and Interpreting Brand Performance
CHAPTER 9 Developing a Brand Equity Measurement and Management System
CHAPTER 10 Measuring Sources of Brand Equity： Capturing Customer Mind-Set
CHAPTER 11 Measuring Outcomes of Brand Equity： Capturing Market Performance
PART V Growing and Sustaining Brand Equity
CHAPTER 12 Designing and Implementing Brand Architecture Strategies
CHAPTER 13 Introducing and Naming New Products and Brand Extensions
CHAPTER 14 Managing Brands Over Time
CHAPTER 15 Managing Brands Over Geographic Boundaries and Market Segments
PART VI Closing Perspectives
CHAPTER 16 Closing Observations
CHAPTER 1 Brands and Brand Management
PART II Developing a Brand Strategy
CHAPTER 2 Customer-Based Brand Equity and Brand Positioning
CHAPTER 3 Brand Resonance and the Brand Value Chain
PART III Designing 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 Branding in the Digital Era
CHAPTER 8 Leveraging Secondary Brand Associations to Build Brand Equity
PART IV Measuring and Interpreting Brand Performance
CHAPTER 9 Developing a Brand Equity Measurement and Management System
CHAPTER 10 Measuring Sources of Brand Equity： Capturing Customer Mind-Set
CHAPTER 11 Measuring Outcomes of Brand Equity： Capturing Market Performance
PART V Growing and Sustaining Brand Equity
CHAPTER 12 Designing and Implementing Brand Architecture Strategies
CHAPTER 13 Introducing and Naming New Products and Brand Extensions
CHAPTER 14 Managing Brands Over Time
CHAPTER 15 Managing Brands Over Geographic Boundaries and Market Segments
PART VI Closing Perspectives
CHAPTER 16 Closing Observations
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戰(zhàn)略品牌管理(英文版·第5版)(工商管理經(jīng)典叢書·市場營銷系列) 節(jié)選
This book deals with brands—why they are important, what they represent to consumers, and what firms should do to manage them properly. As many business executives now recognize, perhaps one of the most valuable assets a firm has are the brands it has invested in and developed over time. Although brands may represent invaluable intangible assets, creating and nurturing a strong brand poses considerable challenges. The chief purpose of this book is to provide a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management—the design and implementation of marketing programs and activities to build, measure, and manage brand equity. One of the book’s important goals is to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. We incorporate current thinking and developments on these topics from both academics and industry participants, and combine a comprehensive theoretical foundation with enough practical insights to assist managers in their day-to-day and long-term brand decisions. And we draw on illustrative examples and case studies of brands marketed in the United States and all over the world. We address three important questions: 1. How can we create brand equity? 2. How can we measure brand equity? 3. How can we sustain brand equity to expand business opportunities?
戰(zhàn)略品牌管理(英文版·第5版)(工商管理經(jīng)典叢書·市場營銷系列) 作者簡介
凱文??萊恩??凱勒（Kevin Lane Keller） 美國達(dá)特茅斯學(xué)院塔克商學(xué)院營銷學(xué)教授，教授市場營銷管理和戰(zhàn)略品牌管理的MBA課程，并在高管課程中講授這些主題。凱勒教授的研究興趣在于探討建立、衡量和管理品牌資產(chǎn)的策略。研究成果發(fā)表于營銷學(xué)三大頂級期刊——Journal of Marketing，Journal of Marketing Research，Journal of Consumer Research。發(fā)表論文120多篇，研究成果被廣泛引用，獲得了眾多獎項(xiàng)。沃妮特??斯瓦米納坦（Vanitha Swaminathan） 匹茲堡大學(xué)卡茨商學(xué)院營銷學(xué)教授，卡茨品牌中心主任。研究重點(diǎn)是品牌戰(zhàn)略和消費(fèi)者-品牌關(guān)系的培育。她的研究揭示了企業(yè)如何成功地設(shè)計品牌戰(zhàn)略，如聯(lián)合品牌、品牌擴(kuò)展、品牌收購、營銷聯(lián)盟，以加強(qiáng)客戶忠誠度，并鞏固市場業(yè)績。
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