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050204s2003 enka b 001 0 eng d |
| 020 |
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|a 0750659807
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| 090 |
0 |
0 |
|a HD69.B7
|b D45 2003
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| 100 |
1 |
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|a De Chernatony, L. [
|q (Leslie)] ,
|e author
|
| 245 |
1 |
0 |
|a Creating powerful brands in consumer, service and industrial markets
|c Leslie de Chernatony and Malcolm McDonald
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| 250 |
|
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|a 3rd ed
|
| 260 |
|
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|a Oxford ; Burlington, MA :
|b Elsevier/Butterworth-Heinemann ,
|c c2003
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| 300 |
|
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|a xvii, 467 p. :
|b ill. ;
|c 24 cm.
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| 504 |
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|a Includes bibliographical references and index
|
| 505 |
1 |
|
|a 1. Why is it important to create powerful brands -- 2. Understanding the branding process -- 3. How consumers choose brands -- 4. How consumer brands satisfy social and psychological needs -- 5. Business to business branding -- 6. Service brands -- 7. Retailer issues in branding -- 8. Brands on the Internet -- 9. How powerful brands beat competitors -- 10. The challenge of developing and sustaining added values -- 11. Brand planning -- 12. Brand evaluation
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| 650 |
|
0 |
|a Brand name products
|x Marketing
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| 650 |
|
0 |
|a Brand name products
|x Planning
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| 700 |
1 |
|
|a McDonald, Malcolm ,
|e author
|
| 856 |
4 |
1 |
|3 Table of contents only
|u http://www.loc.gov/catdir/toc/fy0601/2005357186.html
|
| 856 |
4 |
2 |
|3 Publisher description
|u http://www.loc.gov/catdir/enhancements/fy0627/2005357186-d.html
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| 999 |
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|a 1000114904
|b Book
|c OPEN SHELF (30 DAYS)
|e Gong Badak Campus
|