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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