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Titre :
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Strategic brand management
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Auteurs :
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Richard H. Elliott ;
Larry Percy
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Type de document :
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texte imprimé
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Editeur :
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Oxford : Oxford University Press, 2007
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ISBN/ISSN/EAN :
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978-0-19-926000-3
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Format :
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xiv, 265 p. / Couv. ill. en coul.; / 25 cm
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Note générale :
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Road map; Preface; Contents; List of Figures; List of Tables; Index
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Langues:
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Anglais
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Index. décimale :
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658.827 (Utilisation des marques dans la promotion des ventes (marques de commerce, de distributeurs, de fabrique, de producteurs, publicitaires ; noms commerciaux))
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Mots-clés:
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Management
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Dependability
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trust
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predictability
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familiarity
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confidence
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risk
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Résumé :
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Strategic Brand Management approaches the subject of brand management from a unique combination of sociological and cultural perspectives. This approach provides students with an understanding of the dynamics of the subject and enables them to engage with thes issues that lie within. The book integrates more traditional notions of the brand, such as equity and positioning, within this innovative framework. The framework also allows the separation of a brand's concept into functional and emotional parts, looking at purchases that fulfil a functional need and how these develop into emotional decision-making processes. Building on a solid theoretical underpinning, this textbook provides a rigorous grounding in the subject of brand management.
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Note de contenu :
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Section 1. The Socio-Cultural Meaning of Brands (1); Section 2. Brand Equity (77); Section 3. Managing Brands (129)
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