| 000 -LEADER | |
|---|---|
| fixed length control field | 05463cam a2200457 a 4500 |
| 001 - CONTROL NUMBER | |
| control field | ocn732967856 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | AE-DuAU |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20241127173516.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 110623s2012 enka b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER | |
| LC control number | 2011026834 |
| 015 ## - NATIONAL BIBLIOGRAPHY NUMBER | |
| National bibliography number | GBB120996 |
| Source | bnb |
| 016 7# - NATIONAL BIBLIOGRAPHIC AGENCY CONTROL NUMBER | |
| Record control number | 015752707 |
| Source | Uk |
| 019 ## - | |
| -- | 728840524 |
| -- | 769191379 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780273737872 (pbk.) : |
| Terms of availability | 117.50 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 0273737872 (pbk.) : |
| Terms of availability | 117.50 |
| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | (OCoLC)732967856 |
| Canceled/invalid control number | (OCoLC)728840524 |
| -- | (OCoLC)769191379 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | DLC |
| Language of cataloging | eng |
| Transcribing agency | DLC |
| Modifying agency | YDXCP |
| -- | BWK |
| -- | CDX |
| -- | NLE |
| -- | UKMGB |
| -- | DEBBG |
| -- | NDD |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | pcc |
| 043 ## - GEOGRAPHIC AREA CODE | |
| Geographic area code | e------ |
| 049 ## - LOCAL HOLDINGS (OCLC) | |
| Holding library | TSAA |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HD69.B7 |
| Item number | K449 2012 |
| 090 00 - LOCALLY ASSIGNED LC-TYPE CALL NUMBER (OCLC); LOCAL CALL NUMBER (OCLC) | |
| Classification number (OCLC) (R) ; Classification number, CALL (RLIN) (NR) | HD 69 .B7 |
| Local cutter number (OCLC) ; Book number/undivided call number, CALL (RLIN) | K449 2012 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Keller, Kevin Lane, |
| Dates associated with a name | 1956- |
| 9 (RLIN) | 14103 |
| 245 10 - TITLE STATEMENT | |
| Title | Strategic brand management : |
| Remainder of title | a European perspective / |
| Statement of responsibility, etc | Kevin Lane Keller, Tony Apéria, Mats Georgson. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 2nd ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication, distribution, etc | Harlow, England : New York : |
| Name of publisher, distributor, etc | Financial Times/Prentice Hall, |
| Date of publication, distribution, etc | c2012. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xxv, 940 p. : |
| Other physical details | ill. ; |
| Dimensions | 25 cm. |
| 336 ## - CONTENT TYPE | |
| Source | rdacontent |
| Content Type Term | text |
| Content Type Code | txt |
| 337 ## - MEDIA TYPE | |
| Source | rdamedia |
| Media Type Term | unmediated |
| Media Type Code | n |
| 338 ## - CARRIER TYPE | |
| Source | rdacarrier |
| Carrier Type Term | volume |
| Carrier Type Code | nc |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Table of Contents: Guided tour Preface About the authors Authors' acknowledgements Publisher's acknowledgements 1 Brands and brand management Preview What is a brand? Why do brands matter? Can anything be branded? What are the strongest brands? Branding challenges and opportunities The brand equity concept Strategic brand management process Chapter review Discussion questionsReferences and notes 2 Customer-based brand equity Preview Customer-based brand equity Making a brand strong: brand knowledge Sources of brand equity Four steps to building a brand Brand building blocks Creating brand value Chapter review Discussion questions References and notes 3 Brand positioning Preview Identifying and establishing brand positioning Positioning guidelines Defining and establishing brand mantras Chapter review Discussion questions References and notes 4 Choosing brand elements to build brand equity Preview Criteria for choosing brand elements Options and tactics for brand elements Putting it all together Chapter review Discussion questions References and notes 5 Designing marketing campaigns to build brand equity Preview New perspectives on marketing Product strategy Pricing strategy Channel strategy Chapter review Discussion questions References and notes 6 Integrating marketing campaigns to build brand equity Preview New media Overview of marketing communication options Developing integrated marketing communication campaigns Chapter review Discussion questions References and notes 7 Using secondary brand associations to build brand equity Preview Conceptualising the process Company Country of origin and other geographical areas Channels of distribution Co-branding Licensing Celebrity endorsement Sporting, cultural and other events Third-party sources Chapter review Discussion questions References and notes 8 Developing a brand equity measurement and management system Preview The new accountability The brand value chain Brand audits Designing brand tracking studies Establishing a brand equity management system Chapter review Discussion questions References and notes 9 Measuring sources of brand equity: capturing the customer mindset Preview Qualitative research techniques Zaltman Metaphor Elicitation Technique Quantitative researchtechniques Comprehensive models of consumer-based equity Chapter review Discussion questions References and notes 10 Measuring outcomes of brand equity: capturing market performance Preview Comparative methods Holistic methods Chapter review Discussion questions References and notes 11 Designing and implementing branding strategies Preview Brand architecture Brand hierarchy Designing a branding strategy Using cause marketing to build brand equity Chapter review Discussion questions References and notes 12 Introducing and naming products and brand extensions Preview New products and brand extensions Advantages of extensions Disadvantages of brand extensions Understanding how consumers evaluate brand extensions Evaluating brand extension opportunities Extension guidelines built on academic research Chapter review Discussion questions References and notes 13 Managing brands over time Preview Reinforcing brands Revitalizing brands Adjustments to the brand portfolio Chapter review Discussion questions References and notes 14 Managing brands over geographic boundaries and market segments Preview Rationale for going international Advantages of global marketing campaigns Disadvantages of global marketing campaigns Standardization versus customisation Global brand strategy Building global customer-based brand equity Chapter review Discussion questions References and notes 15 Closing observations Preview Strategic brand management guidelines What makes a strong brand? Special applications Future brand priorities Chapter review Discussion questions References and notes. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc | Includes bibliographical references and index. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Brand name products |
| General subdivision | Management. |
| 9 (RLIN) | 124939 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Brand name products |
| Geographic subdivision | Europe |
| General subdivision | Management. |
| 9 (RLIN) | 124940 |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Apéria, Tony. |
| 9 (RLIN) | 124941 |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Georgson, Mats. |
| 9 (RLIN) | 124942 |
| 907 ## - LOCAL DATA ELEMENT G, LDG (RLIN) | |
| a | |
| b | 05-27-12 |
| c | 05-27-12 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Books |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) | |
| -- | audmc |
| Operator's initials, OID (RLIN) | 05-27-12 |
| Cataloger's initials, CIN (RLIN) | m |
| First Date, FD (RLIN) | a |
| -- | - |
| -- | eng |
| -- | enk |
| -- | 0 |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) | |
| g | 0 |
| i | 5091848 |
| j | 0 |
| l | audmc |
| o | - |
| p | 431.00 |
| q | - |
| r | - |
| s | - |
| t | 1 |
| u | 0 |
| v | 0 |
| w | 0 |
| x | 0 |
| y | i13107434 |
| z | 05-23-12 |
| Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Cost, normal purchase price | Total Checkouts | Full call number | Barcode | Date last seen | Date checked out | Cost, replacement price | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | American University in Dubai | American University in Dubai | Main Collection | 2012-05-23 | 431.00 | 1 | HD 69 .B7 | 5091848 | 2019-03-17 | 2019-02-03 | 431.00 | 2015-07-25 | Books |