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AuthorNeal, William
TitleValue 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

Brand name products -- Valuation Intangible property -- Valuation Brand loyalty Branding (Marketing) -- Management Marketing

Sasin Library658.827 N344V 2008CHECK SHELVES

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