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Value creation : the power of brand equity / William Neal, Ron Strauss.

By: Contributor(s): Material type: TextTextPublication details: Mason, Ohio : South-Western Cengage Learning, c2008.Description: xiii, 353 p. : ill. ; 24 cmISBN:
  • 9781587992049
Subject(s):
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.
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Holdings
Item type Current library Home library Collection Shelving location Call number Status Date due Barcode
Open Shelf Open Shelf UMK Kampus Kota UMK Kampus Kota DEFAULT Kampus Kota Open Shelf HD69.B7 N36 2008 OS (Browse shelf(Opens below)) Available 10010241
Open Shelf Open Shelf UMK Kampus Kota UMK Kampus Kota DEFAULT Kampus Kota Open Shelf HD69.B7 N36 2008 OS (Browse shelf(Opens below)) Available 10068172

Fakulti Keusahawanan & Perniagaan

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.

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