000 | 02271nam a2200385 a 4500 | ||
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001 | 29039 | ||
003 | BD-DhAAL | ||
005 | 20150321131256.0 | ||
008 | 150321s2013 pau b 001 0 eng d | ||
010 | _a 2012287128 | ||
020 | _a9781613630266 | ||
020 | _a1613630263 | ||
020 | _a9781613630289 | ||
035 | _a(OCoLC)ocn859209330 | ||
040 |
_aUVV _cUVV _dUVV _dYDXCP _dBTCTA _dDLC _dBD-DhAAL |
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042 | _alccopycat | ||
050 | 0 | 0 |
_aHF5415.1255 _b.K34 2013 |
082 | 0 | 0 | _a658.827 |
100 | 1 |
_aKahn, Barbara E. _99998 |
|
245 | 1 | 0 |
_aGlobal brand power : _bleveraging branding for long-term growth / _cBarbara E. Kahn. |
260 |
_aPhiladelphia : _bWharton Digital Press, _cc2013. |
||
300 |
_a125 p. ; _c22 cm. |
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490 | 1 | _aWharton Executive Essentials | |
504 | _aIncludes bibliographic references (p. 113-114) and index. | ||
505 | 0 | _aIntroduction; Chapter 1: A Brand's Role in the Four Stages of the Purchase Process; Chapter 2: Experiential Positioning of a Brand; Chapter 3: Qualitative Measurement of Brand Value; Chapter 4: Quantitative Methods for Assessing Brand Value; Chapter 5: Management of Brands; Chapter 6: Effective Brand Communications and Repositioning Strategies; Conclusion. | |
520 | _aThe branding bible for today's globalized world. Today, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for reasonable category and product-line extensions, flexible enough to change with dynamic market conditions, consistent enough so that consumers who travel physically or virtually won't be confused, and focused enough to provide clear differentiation from the competition. | ||
650 | 0 |
_aBranding (Marketing) _99999 |
|
650 | 0 |
_aBrand name products _xManagement. _910000 |
|
650 | 0 |
_aProduct management. _910001 |
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650 | 0 |
_aCorporations _xGrowth. _99233 |
|
830 | 0 |
_aWharton Executive Essentials. _99997 |
|
856 | 4 | 2 |
_3Contributor biographical information _uhttp://www.loc.gov/catdir/enhancements/fy1412/2012287128-b.html |
856 | 4 | 2 |
_3Publisher description _uhttp://www.loc.gov/catdir/enhancements/fy1412/2012287128-d.html |
942 |
_2ddc _cBK |
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999 |
_c34129 _d34129 |