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Value creation : the power of brand equity by Neal, William D. (William Douglas), 1943-, Strauss, Ron (Ronald), 1943- instant download

  • SKU: EBN-238762012
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Instant download (eBook) Value creation : the power of brand equity after payment.
Authors:Neal, William D. (William Douglas), 1943-, Strauss, Ron (Ronald), 1943-
Pages:updating ...
Year:2008
Edition:1 edition
Publisher:Mason, Ohio : South-Western Cengage Learning
Language:english
File Size:20.53 MB
Format:pdf
Categories: Ebooks

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Value creation : the power of brand equity by Neal, William D. (William Douglas), 1943-, Strauss, Ron (Ronald), 1943- instant download

xiii, 353 p. : 24 cm, Includes bibliographical references and index, Acknowledgements -- Introduction -- The need -- What's the solution? -- What is a brand? what isn't? -- Brands 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 -- Technical addendum -- Glossary -- Index
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