|
|
|
|
| LEADER |
02584nam a2200373Ia 4500 |
| 001 |
99861230004151 |
| 005 |
20241030105303.0 |
| 008 |
220106t20022000caua 001 0 eng d |
| 020 |
|
|
|a 0787963941
|q (pbk.)
|
| 020 |
|
|
|a 9780787963941
|q (pbk.)
|
| 035 |
|
|
|a (OCoLC)1291193509
|
| 035 |
|
|
|a (OCoLC)on1291193509
|
| 040 |
|
|
|a U@S
|b spa
|c U@S
|
| 043 |
|
|
|a n-us---
|
| 049 |
|
|
|a U@SA
|
| 050 |
|
4 |
|a HD69.B7
|b D38 2002
|
| 100 |
1 |
|
|a Davis, Scott M.,
|d 1964-
|
| 245 |
1 |
0 |
|a Brand asset management :
|b driving profitable growth through your brands /
|c Scott M. Davis ; foreword by David A. Aaker.
|
| 250 |
|
|
|a 1st [i.e. 2nd] ed.
|
| 260 |
|
|
|a San Francisco :
|b Jossey-Bass,
|c 2002, c2000.
|
| 300 |
|
|
|a xvi, 265 p. :
|b il. ;
|c 23 cm.
|
| 490 |
1 |
|
|a The Jossey-Bass business & management series
|
| 500 |
|
|
|a Incluye índice.
|
| 505 |
0 |
|
|a Foreword / David A. Aaker -- Preface -- Introduction: Does brand asset management strategy matter? ; An overview of brand asset management -- Phase I: Developing a brand vision: 1. Step one: Elements of a brand vision -- Phase II: Determining your brandpicture: 2. Step two: Determining your brand's image ; 3. Step three: Creating your brand's contract ; 4. Step four: Crafting a brand-based customer model -- Phase III: Developing a brand asset management strategy: 5. Step five: Positioning your brand for success ; 6. Step six: Extending your brand ; 7. Step seven: Communicating your brand's positioning ; 8. Step eight: Leveraging your brand to maximize channel influence ; 9. Step nine: Pricing your brand at a premium -- Phase IV: Suporting a brand asset management culture: 10. Step ten: Measuring your return on brand investment (ROBI) ; 11. Step eleven: Establishing a brand-based culture.
|
| 520 |
|
|
|a ""Most companies do a poor job of managing their brands. Scott Davis vividly illustrates well-managed and poorly managed brand programs and provides the best methodology I have seen for improving your brand asset management." -- Phil Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University." --Descripción del editor.
|
| 650 |
|
0 |
|a Brand name products.
|
| 650 |
|
0 |
|a Product management.
|
| 650 |
|
0 |
|a Brand name products
|z United States.
|
| 650 |
|
0 |
|a Product management
|z United States.
|
| 650 |
|
7 |
|a Productos de marca.
|2 UDESA
|
| 650 |
|
7 |
|a Administración del producto.
|2 UDESA
|
| 650 |
|
7 |
|a Productos de marca
|z Estados Unidos.
|2 UDESA
|
| 650 |
|
7 |
|a Administración del producto
|z Estados Unidos.
|2 UDESA
|
| 830 |
|
0 |
|a Jossey-Bass business & management series
|