http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
Creating powerful brands in consumer, service and industrial markets
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
Leslie de Chernatony and Malcolm McDonald
Includes bibliographical references and index