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\def\WIPO{World Intellectual Property Organisation}
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Brand leadership / David A. Aaker.
2000
K 332 AAK.B
Available at WIPO Library
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Items
تفاصيل
Title
Brand leadership / David A. Aaker.
الوصف
xii, 351 pages ; [28] cm
الرقم الدولي المعياري للكتاب
0684839245
9780684839240
0684866455
9780684866451
0743200767
1439172919
9781439172919
9780743200769
0743200764
9781471104374 electronic book
9781847398352
9780684839240
0684866455
9780684866451
0743200767
1439172919
9781439172919
9780743200769
0743200764
9781471104374 electronic book
9781847398352
Alternate Call Number
K 332 AAK.B
ملاحظة
Ordered from Barnes & Noble (www.bn.com) ; 17/06/2004 ; 24.00 USD Table of Contents Part I : Introduction 1. Brand leadership : the new imperative Part II : Brand Identity 2. Brand identity : the cornerstone of brand strategy 3. Clarifying and elaborating the brand identity Part III : Brand Architecture : Achieving Clarity, Synergy and Leverage 4. The brand relationship spectrum 5. Brand architecture Part IV : Building Brands : Beyond Advertising 6. Adidas and Nike : lessons in building brands 7. Building brands : the role of sponsorship 8. Building brands : the role of the web 9. Building brands : beyond media advertising Part V : Organizing for Brand Leadership 10. Global brand leadership : not global brands.
ملاحظة الفهرس, إلخ
Includes bibliographical references (pages 331-335) and index.
ملاحظة المحتويات المنسقة
Part I. Introduction : 1. Brand leadership: the new imperative
Part II. Brand identity : 2. Brand identity : the cornerstone of brand strategy
3. Clarifying and elaborating the brand identity
Part III. Brand architecture: achieving clarity, synergy, and leverage : 4. The brand relationship spectrum
5. Brand architecture
Part IV. Building brands: beyond advertising : 6. Adidas and Nike: lessons in building brands
7. Building brands: The role of sponsorship
8. Building brands: the role of the Web
9. Building brands: beyond media advertising
Part V: Organizing for brand leadership : 10. Global brand leadership: not global brands.
Part II. Brand identity : 2. Brand identity : the cornerstone of brand strategy
3. Clarifying and elaborating the brand identity
Part III. Brand architecture: achieving clarity, synergy, and leverage : 4. The brand relationship spectrum
5. Brand architecture
Part IV. Building brands: beyond advertising : 6. Adidas and Nike: lessons in building brands
7. Building brands: The role of sponsorship
8. Building brands: the role of the Web
9. Building brands: beyond media advertising
Part V: Organizing for brand leadership : 10. Global brand leadership: not global brands.
السلسلة
Published
New York : The Free Press, 2000.
اللغة(لغات)
fre
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