Managing brand equity : capitalizing on the value of a brand

The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David…

Strategic market management 8th ed

"Unquestionably the most comprehensive treatment available on the subject. I found this book unique in its capacity to benefit executives, planning staff, and students of strategy alike." -- Robert L. Joss, Dean of the Graduate School of Business, Stanford University Create successful strategies for today's dynamic business environment It isn't your Dad's (or Mom's) marketplace any more.…

Marketing research 9th ed

This text takes a "macro-micro-macro" approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. The book begins with a macro-level treatment of what marketing research is, where it fits within an organization, and how it helps in managerial decision-making. The body of the text takes a micro-level approach, detailing each step of the m…

Marketing research 9th ed

This text takes a "macro-micro-macro" approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. The book begins with a macro-level treatment of what marketing research is, where it fits within an organization, and how it helps in managerial decision-making. The body of the text takes a micro-level approach, detailing each step of the m…

Marketing research 8th ed

Now in its Eighth Edition, Aaker, Kumar, and Day?s MARKETING RESEARCH shows when marketing research can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results, so you can make smart business decisions. The authors guide you step by step through the entire marketing research process, describing the mos…

Brand leadership

Dennis Carter Vice President, Intel Corporation A superb framework for dealing with the incredible complexity we brand managers face, particularly the implications of the link between the business strategy and brand, a link too often overlooked. -- Review There's a line in Joseph Conrad's Heart of Darkness: "The meaning of an episode was not inside like a kernel but outside in the unseen, en…

Marketing research 8th ed

Make smart decisions based on expert marketing research and intelligence Now in its Eighth Edition, Aaker, Kumar, and Day’s MARKETING RESEARCH shows when marketing research can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results, so you can make smart business decisions. The authors guide you st…

Marketing research 6th ed

What is bad marketing research? What are the research alternatives? How do you interpret and apply the results? These are just a few of the questions this classic text answers! The authors first show both practicing and future managers and researchers where marketing research fits into the organization and how it fuels decision-making. Then they detail each element of the process in a way that …

Brand relevance : making competitors irrelevant

Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these c…

Building strong brands

Joseph W. Tripoli Senior Vice President, Global Marketing, Products and Services, MasterCard International Incorporated Rarely is the sequel as good as the original. This time it's better! With compelling case studies and insightful discussion, Aaker extends the concepts put forth in Managing Brand Equity to create the first true owner's manual for brand managers. Aaker is the brand name in bra…

Consumerism:search for the consumer interest 4th ed

Edisi

4th

ISBN/ISSN

0029001501

Deskripsi Fisik

viii, 500 p. : ill. ; 26 cm.

Judul Seri

-

No. Panggil

381.309 73

Strategic Market Management

Edisi

2nd

ISBN/ISSN

-

Deskripsi Fisik

-

Judul Seri

-

No. Panggil

658.802 Aak s

Marketing rresearch

Edisi

3rd

ISBN/ISSN

-

Deskripsi Fisik

-

Judul Seri

-

No. Panggil

658.83 Aak m

Marketing research 7th

Edisi

-

ISBN/ISSN

-

Deskripsi Fisik

-

Judul Seri

-

No. Panggil

Tan 658.83 Aak d

Brand portfolio strategy: creaing relevance, differentiation, energy, leverag…

Edisi

-

ISBN/ISSN

-

Deskripsi Fisik

-

Judul Seri

-

No. Panggil

tan 658.827 Aak b

Marketing research

Edisi

7th

ISBN/ISSN

-

Deskripsi Fisik

-

Judul Seri

-

No. Panggil

TAN 658.83 Aak m

Marketing research

Edisi

6

ISBN/ISSN

-

Deskripsi Fisik

-

Judul Seri

-

No. Panggil

TAN 658.83 Aak m

Should you take your brand to where the action is ?

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Marketing research David A. Aaker, V. Kumar, George S. Day

Includes bibliographical references, index and tables

Marketing research David A. Aaker; V. Kumar [and] George S. Day

Includes bibliographies, index and tables.