Managing Brand Equity pdf epub mobi txt 電子書 下載 2024


Managing Brand Equity

簡體網頁||繁體網頁
David A. Aaker
Free Press
1991-9-1
299
GBP 25.09
Hardcover
9780029001011

圖書標籤: 品牌資産  brand  老師推薦  管理  品牌  Marketing  Management  設計   


喜歡 Managing Brand Equity 的讀者還喜歡




點擊這裡下載
    


想要找書就要到 小哈圖書下載中心
立刻按 ctrl+D收藏本頁
你會得到大驚喜!!

发表于2024-11-08

Managing Brand Equity epub 下載 mobi 下載 pdf 下載 txt 電子書 下載 2024

Managing Brand Equity epub 下載 mobi 下載 pdf 下載 txt 電子書 下載 2024

Managing Brand Equity pdf epub mobi txt 電子書 下載 2024



圖書描述

The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn.

Managing Brand Equity 下載 mobi epub pdf txt 電子書

著者簡介


圖書目錄


Managing Brand Equity pdf epub mobi txt 電子書 下載
想要找書就要到 小哈圖書下載中心
立刻按 ctrl+D收藏本頁
你會得到大驚喜!!

用戶評價

評分

三星半,畢竟是較早的書,理論有點久

評分

三星半,畢竟是較早的書,理論有點久

評分

經典~

評分

老師推薦的書,簡直老的掉牙看一半看不下去

評分

老師推薦的書,簡直老的掉牙看一半看不下去

讀後感

評分

評分

評分

評分

評分

類似圖書 點擊查看全場最低價

Managing Brand Equity pdf epub mobi txt 電子書 下載 2024


分享鏈接





相關圖書




本站所有內容均為互聯網搜索引擎提供的公開搜索信息,本站不存儲任何數據與內容,任何內容與數據均與本站無關,如有需要請聯繫相關搜索引擎包括但不限於百度google,bing,sogou

友情鏈接

© 2024 qciss.net All Rights Reserved. 小哈圖書下載中心 版权所有