策略品牌管理(Keller/Strategic Brand Management 5e) (5版)

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策略品牌管理 ISBN13：9789869897761 替代書名：Keller/Strategic Brand Management 5e 出版社：華泰 作者：楊景傅;徐世同 裝訂／頁數：平裝／634頁 規格：26cm*19cm*2.4cm (高/寬/厚) 版次：5 出版日：2020/09/18 中國圖書分類：商品學；市場學；行銷管理 內容簡介 　　由美國長春藤名校達特茅斯學院行銷教授Kevin Lane Keller所著，全球知名的《策略品牌管理》(Strategic Brand Management: Building, Measuring, and Managing Brand Equity) 一書，自1998年問世以來，已成為全球商學院最廣為使用的品牌管理教材，並致力於提供一完整架構來探討如何建立、衡量、管理及打造品牌。在第五版新加入了匹茲堡大學行銷教授Vanitha Swaminathan，其專長領域為數位品牌行銷，因此撰寫上除了仍採「以顧客為本的品牌權益模型」貫穿全書之外，並更新了很多章節和案例來討論策略品牌管理的最新議題，包括影響者行銷(influencer marketing)、社媒聆聽(social media listening)、歸因模型(attribution modeling)等。此外，第五版也特別新增第7章來闡述在數位時代打造品牌的關鍵成功要素，是品牌學術研究者與管理者的必備工具。 本書特色 　　一、建構以顧客為本的品牌權益模型貫穿全書，並探討策略品牌管理的最新議題。 　　二、內容結構完整、簡明清晰。 　　三、新版強調數位品牌行銷的重要性，並闡述在數位時代打造品牌的關鍵成功要素。 　　四、整合最新的品牌學術研究結果與打造品牌的實務準則。 　　五、品牌學術研究者與管理者必備工具。 目錄 第一篇 緒論 第1章 品牌與品牌管理 第二篇 發展品牌策略 第2章 以顧客為本的品牌權益與品牌定位 第3章 品牌共鳴與品牌價值鏈 第三篇 設計與執行品牌行銷方案 第4章 選擇品牌元素以建構品牌權益 第5章 設計行銷方案建構品牌權益 第6章 整合行銷溝通建立品牌權益 第7章 在數位時代打造品牌 第8章 借用輔助品牌聯想建構品牌權益 第四篇 衡量與詮釋品牌績效 第9章 發展品牌權益衡量與管理系統 第10章 衡量品牌權益來源：探取顧客的心智集 第11章 衡量品牌權益結果：探究市場績效 第五篇 成長及維繫品牌權益 第12章 設計與執行品牌結構策略 第13章 新產品的導入、命名與品牌延伸 第14章 與時俱進管理品牌 第15章 跨地理區域與市場區隔的品牌管理 第六篇 綜合觀察 第16章 總結

Strategic Brand Management (5版)

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書名：Strategic Brand Management 5/e 作者：KELLER 出版社：Pearson 出版日期：2019/11/00 ISBN：9781292314969 內容簡介 　　Create profitable brand strategies by building, measuring, and managing brand equity 　　Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies o marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today's consumers. 目錄 PART I: OPENING PERSPECTIVES Ch 1 Brands and Brand Management PART II: DEVELOPING A BRAND STRATEGY Ch 2 Customer-Based Brand Equity and Brand Positioning Ch 3 Brand Resonance and the Brand Value Chain PART III: DESIGNING AND IMPLEMENTING BRAND MARKETING PROGRAMS Ch 4 Choosing Brand Elements to Build Brand Equity Ch 5 Designing Marketing Programs to Build Brand Equity Ch 6 Integrating Marketing Communications to Build Brand Equity Ch 7 Branding in the Digital Era Ch 8 Leveraging Secondary Brand Associatins to Build Brand Equity PART IV: MEASURING AND INTERPERTING BRAND PERFORMANCE Ch 9 Developing a Brand Equity Measurement and Management System Ch10 Measuring Sources o Equity: Capturing Customer Mind-Set Ch11 Measuring Outcomes o Equity: Capturing Market Performance PART V: GROWING AND SUSTAINING BRAND EQUITY Ch12 Designing and Implementing Brand Architecture Strategies Ch13 Introducing and Naming New Products and Brand Extensions Ch14 Managing Brands Over Time Ch15 Managing Brands Over Geographic Boundaries and Market Segments PART VI: CLOSING PERSPECTIVES Ch16 Closing Observations

Strategic Management:Competitiveness & Globalization Concepts & Cases (14版)

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【簡介】 ●GLOBAL EXAMPLES ENCOMPASS IMPORTANT COMPANIES BASED OUTSIDE THE U.S. This edition truly offers a worldwide perspective with an abundance of examples draw from international companies, including Airbus, Sony, Carrefour, Softbank, Nestlé, Piclo Flex, Tata Group, Rio Tinto Group, Unilever, IKEA, Komatsu, Toyota, Honda, Aldi, Lenovo, Volkswagen and Samsung. ●THE LATEST RESEARCH, CURRENT FINDINGS AND NEW CASES KEEP MATERIAL IMMEDIATELY RELEVANT TO STUDENTS. This edition integrates today's most current research and developments to ensure content is engaging. Twenty new cases focus on a variety of topics, organizational settings and industries to emphasize the practicality of what students are learning. 【目錄】 Part I: STRATEGIC MANAGEMENT INPUTS. 1. Strategic Management and Strategic Competitiveness. 2. The External Environment: Opportunities, Threats, Industry Competition, and Competitor Analysis. 3. The Internal Organization: Resources, Capabilities, Core Competencies, and Competitive Advantages. Part II: STRATEGIC ACTIONS: STRATEGY FORMULATION. 4. Business-Level Strategy. 5. Competitive Rivalry and Competitive Dynamics. 6. Corporate-Level Strategy. 7. Merger and Acquisition Strategies and Restructuring. 8. International Strategy. 9. Cooperative Strategy. Part III: STRATEGIC ACTIONS: STRATEGY IMPLEMENTATION. 10. Corporate Governance. 11. Organizational Structure and Controls. 12. Strategic Leadership. 13. Strategic Entrepreneurship. Part IV: CASE STUDIES