| 청구기호 |
HD69.B7 .E447 2018 |
| 형태사항 |
xi, 354 p. : ill. ; 25 cm.
|
| 언어 |
English |
| 서지주기 |
Includes bibliographical references and index.
|
| 내용 |
Sec. 1. The sociological meaning of brands -- Understanding the social psychology of brands -- Emotion and brands -- The symbolic meaning of brands -- Cultural meaning systems and brands -- Sec. 2. Brand equity and brand building -- Brand equity -- Brand communication -- Measuring brand performance and equity -- Sec. 3. Managing brands -- Brand strategies 1: symbolic brands -- Brand strategies 2: low-involvement brands -- Brand innovation and digital media -- Brand portfolio management -- People as brand touchpoints.
|
| 주제 |
Product management.
Brand name products.
Strategic planning.
|
| LCCN |
2018932381
|
| ISBN |
9780198797807 (pbk.)
019879780X (pbk.)
|
