Author | Neal, William |
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Title | Value creation : the power of brand equity / William Neal and Ron Strauss |
Imprint | Mason, Ohio : South-Western Cengage Learning, 2008 |
Descript | xiii, 353 p. : ill |
The need -- What's the solution? -- What is a brand? What isn't? -- Brand 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
LOCATION | CALL# | STATUS |
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Sasin Library | 658.827 N344V 2008 | CHECK SHELVES |
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