Wednesday, December 10, 2008

Strategic Brand Management or Microeconomics

Strategic Brand Management

Author: Kevin Keller

Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.

Finely focused on “how-to” and “why” throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. Case studies will familiarize readers with the real-life stories of Levi's Dockers, Intel Corporation, Nivea, Nike, and Starbucks.

For industry professionals from brand managers to chief marketing officers



Table of Contents:

I: Opening Perspectives
CHAPTER 1
Brands & Brand Management

II: Identifying and Establishing Brand Positioning and Values
CHAPTER 2
Customer-Based Brand Equity

CHAPTER 3
Brand Positioning

III: Planning and Implementing Brand Marketing Programs
CHAPTER 4
Choosing Brand Elements to Build Brand Equity

CHAPTER 5
 Designing Marketing Programs to Build Brand Equity

CHAPTER 6
Integrating Marketing Communications to Build Brand Equity

CHAPTER 7
Leveraging Secondary Brand Associations to Build Brand Equity

IV: Measuring and Interpreting Brand Performance.
CHAPTER 8
Developing a Brand Equity Measurement and Management System

CHAPTER 9
Measuring Sources of Brand Equity: Capturing Customer Mindset

CHAPTER10
Measuring Outcomes of Brand Equity: Capturing Market Performance
V: Growing and Sustaining Brand Equity.

CHAPTER 11
Designing and Implementing Branding Strategies

CHAPTER 12
Introducing and Naming New Products and Brand Extensions

CHAPTER 13
Managing Brands over Time

CHAPTER 14
Managing Brands over Geographic Boundaries and Market Segments

VI: Closing Perspectives

CHAPTER 15
Closing Observations

Books about marketing: Soup or Amish Friends Cookbook

Microeconomics

Author: Paul Krugman

The same unique voice that made Paul Krugman a widely read economist is evident on every page of Microeconomics. The product of the partnership of coauthors Krugman and Robin Wells, the book returns in a new edition. The new edition is informed and informative, solidly grounded in economic fundamentals yet focused on the realities of today’s world and the lives of students. It maintains the signature Krugman/Wells story-driven approach while incorporating organizational changes, new content and features, and new media and supplements.



Table of Contents:

PART 1 WHAT IS ECONOMICS?
  Introduction: The Ordinary Business of Life
  1. First Principles                      
  2.  Economic Models: Tradeoffs and Trade   
   
PART 2 SUPPLY AND DEMAND
  3. Supply and Demand
  4. The Market Strikes Back
  5. Elasticity
    
PART 3 INDIVIDUALS AND MARKETS
  6.  Consumer and Producer Surplus
  7.  Making Decisions
   
PART 4 THE PRODUCER
  8.  Behind the Supply Curve: Inputs and Costs
  9.  Perfect Competition and the Supply Curve   
   
PART 5 THE CONSUMER
  10. The Rational Consumer
  11. Consumer Preferences and Consumer Choice
   
PART 6 MARKETS AND EFFICIENCY
  12. Factor Markets and the Distribution of Income
      Chapter 12 APPENDIX:  Indifference Curve Analysis of Labor Supply
  13. Efficiency and Equity
   
PART 7 MARKET STRUCTURE: BEYOND PERFECT COMPETITION
  14. Monopoly
  15. Oligopoly   
  16. Monopolistic Competition and Product Differentiation
        
PART 8 EXTENDING MARKET BOUNDARIES
  17. International Trade
  18. Uncertainty, Risk, and Private Information
   
PART 9 MICROECONOMICS ANDPUBLIC POLICY
  19. Externalities
  20. Public Goods and Common Resources
  21. Taxes, Social Insurance, and Income Distribution
   
PART 10 NEW DIRECTIONS IN NEW MARKETS
  22. Technology, Innovation, and Network Externalities
 
AVAILABLE SEPARATELY

Long-Run Input Choices: Isoquants and Isocost by Kristen A. Monaco Agriculture Policy and Markets by Colin Carter

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