Value creation : the power of brand equity / William Neal, Ron Strauss.
Material type:
TextPublisher: Mason, Ohio : South-Western Cengage Learning, [2008]Copyright date: ©2008Description: xiii, 353 pages : illustrations ; 24 cmContent type: - text
- unmediated
- volume
- 1587992043
- 9781587992049
- 658.827 22
- HD69.B7 N36 2008
Contents:
Acknowledgements -- Introduction -- The need -- What's the solution? -- What is a brand? what isn't? -- Brands as financial assets -- Value creation/value destruction -- The current state of brand measurement -- Understanding brand value and brand equity -- Brand loyalty and brand performance -- What is branding? -- Brand success profiles -- Values-based market segmentation -- Leveraging the brand value model and brand performance -- Salient lessons for marketing service providers -- The value creation process -- The solution -- Technical addendum -- Glossary -- Index.
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Book | City Campus City Campus Main Collection | 658.827 NEA (Browse shelf(Opens below)) | 1 | Available | A425087B |
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Includes bibliographical references and index.
Acknowledgements -- Introduction -- The need -- What's the solution? -- What is a brand? what isn't? -- Brands as financial assets -- Value creation/value destruction -- The current state of brand measurement -- Understanding brand value and brand equity -- Brand loyalty and brand performance -- What is branding? -- Brand success profiles -- Values-based market segmentation -- Leveraging the brand value model and brand performance -- Salient lessons for marketing service providers -- The value creation process -- The solution -- Technical addendum -- Glossary -- Index.
Machine converted from AACR2 source record.
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