http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
building, measuring, and managing brand equity
xxviii, 562 pages : colours illustration ; 29 cm.
1. Opening perspectives -- 2. Developing a brand strategy -- 3. Designing and implementing brand marketing programs -- 4. Measuring and interpreting brand performance -- 5. Growing and sustaining brand equity -- 6. Closing perspectives
Includes bibliographical references and index