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- catalog abstract "This text shows marketing managers how to value and manage their company's brands as business assets, and to use these assets to drive their business strategy.".
- catalog contributor b11704182.
- catalog created "c2000.".
- catalog date "2000".
- catalog date "c2000.".
- catalog dateCopyrighted "c2000.".
- catalog description "Foreword / David A. Aaker -- Does Brand Asset Management Strategy Matter? -- An Overview of Brand Asset Management -- Developing a Brand Vision -- Step One: Elements of a Brand Vision -- Determining Your BrandPicture -- Step Two: Determining Your Brand's Image -- Step Three: Creating Your Brand's Contract -- Step Four: Crafting a Brand-Based Customer Model -- Developing a Brand Asset Management Strategy -- Step Five: Positioning Your Brand for Success -- Step Six: Extending Your Brand -- Step Seven: Communicating Your Brand's Positioning -- Step Eight: Leveraging Your Brand to Maximize Channel Influence -- Step Nine: Pricing Your Brand at a Premium -- Supporting a Brand Asset Management Culture -- Step Ten: Measuring Your Return On Brand Investment (ROBI) -- Step Eleven: Establishing a Brand-Based Culture.".
- catalog description "This text shows marketing managers how to value and manage their company's brands as business assets, and to use these assets to drive their business strategy.".
- catalog extent "xvi, 265 p. :".
- catalog identifier "0787950777 (acid-free paper)".
- catalog isPartOf "The Jossey-Bass business & management series".
- catalog issued "2000".
- catalog issued "c2000.".
- catalog language "eng".
- catalog publisher "San Francisco : Jossey-Bass,".
- catalog spatial "United States.".
- catalog subject "658.8/27 21".
- catalog subject "Brand name products United States.".
- catalog subject "Brand name products.".
- catalog subject "HD69.B7 D38 2000".
- catalog subject "Product management United States.".
- catalog subject "Product management.".
- catalog tableOfContents "Foreword / David A. Aaker -- Does Brand Asset Management Strategy Matter? -- An Overview of Brand Asset Management -- Developing a Brand Vision -- Step One: Elements of a Brand Vision -- Determining Your BrandPicture -- Step Two: Determining Your Brand's Image -- Step Three: Creating Your Brand's Contract -- Step Four: Crafting a Brand-Based Customer Model -- Developing a Brand Asset Management Strategy -- Step Five: Positioning Your Brand for Success -- Step Six: Extending Your Brand -- Step Seven: Communicating Your Brand's Positioning -- Step Eight: Leveraging Your Brand to Maximize Channel Influence -- Step Nine: Pricing Your Brand at a Premium -- Supporting a Brand Asset Management Culture -- Step Ten: Measuring Your Return On Brand Investment (ROBI) -- Step Eleven: Establishing a Brand-Based Culture.".
- catalog title "Brand asset management : driving profitable growth through your brands / Scott Davis.".
- catalog type "text".