21,55 €*
Versandkostenfrei per Post / DHL
Lieferzeit 2-3 Wochen
-- Phil Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
-- Phil Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
THE AUTHOR
SCOTT M. DAVIS is a managing partner at Prophet's Chicago office, where he focuses on bringing the principles of this book to life with his clients. His work experience includes twelve years at Kuczmarski & Associates, Inc., an innovation and branding consulting company, where he was the senior partner and founder of the Brand Asset Management practice area and architect of the Brand Asset Management approach that is outlined in this book. He speaks at a wide variety of top-tier branding and marketing conferences and at the Kellogg School of Management at Northwestern University, and is a regular contributing editor for Brandweek.
Preface
Acknowledgements
Introduction: Overview of Brand Asset Management
Phase One: Developing a Brand Vision
1. Step One: Elements of a Brand Vision
Phase Two: 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 Three: 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 Four: Supporting a Brand Asset Management Culture
10. Step Ten: Measuring Your Return on Brand Investment (ROBI)
11. Step Eleven: Establishing a Brand-Based Culture
About the Author
Index
| Erscheinungsjahr: | 2002 |
|---|---|
| Fachbereich: | Management |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | 288 S. |
| ISBN-13: | 9780787963941 |
| ISBN-10: | 0787963941 |
| UPC: | 723812393466 |
| EAN: | 0723812393466 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Davis, Scott M |
| Hersteller: |
Wiley
John Wiley & Sons |
| Verantwortliche Person für die EU: | Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, product-safety@wiley.com |
| Maße: | 229 x 152 x 16 mm |
| Von/Mit: | Scott M Davis |
| Erscheinungsdatum: | 27.09.2002 |
| Gewicht: | 0,427 kg |
THE AUTHOR
SCOTT M. DAVIS is a managing partner at Prophet's Chicago office, where he focuses on bringing the principles of this book to life with his clients. His work experience includes twelve years at Kuczmarski & Associates, Inc., an innovation and branding consulting company, where he was the senior partner and founder of the Brand Asset Management practice area and architect of the Brand Asset Management approach that is outlined in this book. He speaks at a wide variety of top-tier branding and marketing conferences and at the Kellogg School of Management at Northwestern University, and is a regular contributing editor for Brandweek.
Preface
Acknowledgements
Introduction: Overview of Brand Asset Management
Phase One: Developing a Brand Vision
1. Step One: Elements of a Brand Vision
Phase Two: 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 Three: 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 Four: Supporting a Brand Asset Management Culture
10. Step Ten: Measuring Your Return on Brand Investment (ROBI)
11. Step Eleven: Establishing a Brand-Based Culture
About the Author
Index
| Erscheinungsjahr: | 2002 |
|---|---|
| Fachbereich: | Management |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | 288 S. |
| ISBN-13: | 9780787963941 |
| ISBN-10: | 0787963941 |
| UPC: | 723812393466 |
| EAN: | 0723812393466 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Davis, Scott M |
| Hersteller: |
Wiley
John Wiley & Sons |
| Verantwortliche Person für die EU: | Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, product-safety@wiley.com |
| Maße: | 229 x 152 x 16 mm |
| Von/Mit: | Scott M Davis |
| Erscheinungsdatum: | 27.09.2002 |
| Gewicht: | 0,427 kg |
Ähnliche Produkte
Lieferzeit 2-4 Werktage
Lieferzeit 2-3 Wochen
Lieferzeit 1-2 Wochen
Lieferzeit 4-7 Werktage
Lieferzeit 4-7 Werktage
Lieferzeit 1-2 Wochen