Brand Leadership David A. Aaker
Tytuł: Brand Leadership
Autor: David A. Aaker, Erich Joachimsthaler
Wydawca: Simon & Schuster
Wydanie: 1
Rok wydania: 2000
ISBN-13: 9780684839240
Okładka: twarda
Liczba stron: 368
Stan
Książka wygląda jak nowa.
O książce
Kolejna książka "guru" brandingu. Oprócz podstawowych zagadnień, takich jak: definicja marki, budowa jej tożsamości i wizerunku oraz mierzenie kapitału marki, autorzy omawiają strategie zarządzana portfelem marek i sposoby budowania kapitału marki w Internecie.
Książka polecana wszystkim, którzy interesują się tematyką brandingu.
Spis treści
Preface
Part I: Introduction
1. Brand Leadership - The New Imperative
Brand Management - The Classic Model
Brand Leadership - The New Imperative
Brand Building Pays Off
Brand Leadership Tasks
The Plan of This Book
Part II: Brand Identity
2. Brand Identity - The Cornerstone of Brand Strategy
The Story of Virgin Atlantic Airways
The Brand Identity Planning Model
On Developing a Brand Identity System - Avoiding Common Mistakes
3. Clarifying and Elaborating the Brand Identity
Defining Leadership
Defining Brand Personality - The L.L. Bean Story
Identity Elaboration Exercises
Identity-Supporting Program Audit
Identity Role Model Identification
Visual Metaphor Development
Brand Identity Prioritization
Presenting the Elaborated Identity
The Brand Identity Revisited
Part III: Brand Architecture: Achieving Clarity, Synergy, and Leverage
4. The Brand Relationship Spectrum
The GE Appliance Story
The Marriott Story
Designing the Architecture - Endorsers and
Subbrands
Linking Brands - The Brand Relationship
Spectrum
A House of Brands
Endorsed Brands
Subbrands
A Branded House
Selecting the Right Position in the Brand Relationship Spectrum
5. Brand Architecture
The Polo Ralph Lauren Story
Market Complexity, Brand Confusion, and Brand Architecture
What Is Brand Architecture?
Extending the Range of a Brand
The Brand Architecture Audit
Part IV: Building Brands: Beyond Advertising
6.Adidas and Nike - Lessons in Building Brands
Adidas - The Growth Period
The Nike Story
Good Morning, Adidas
Creating a Brand-Building Focus Around the Adidas Brand Identity
The Lessons
7. Building Brands - The Role of Sponsorship
The MasterCard World Cup Sponsorship Story
How Sponsorship Builds Brands
What Can Go Wrong
The Seven Keys of Effective Sponsorships
8. Building Brands - The Role of the Web
Unique Characteristics of the Web
Brand Building on the Web
Brand-Building Web Sites
Advertising and Sponsored Content
9. Building Brands - Beyond Media Advertising
The Brand-Building Task
Building Brands - Some Role Models from Europe
Brand Building Without Advertising - Some Guidelines
PART V: Organizing for Brand Leadership
10. Global Brand Leadership - Not Global Brands
McDonald's in Europe
Global Brands
Global Brand Leadership, Not Global Brands
Sharing Insights and Best Practices
A Common Global Brand Planning Process
Assigning Responsibility to Create Cross-Country
Synergy
A System to Deliver Brand-Building Brilliance
Toward a Global Brand
Endnotes
Index
About the Authors
International Marketing and Export Management 4e, Albaum, Duerr
Tytuł: International Marketing and Export Management
Autor: Gerald Albaum, Edwin Duerr, Jesper Strandskov
Wydawca: Prentice Hall
Wydanie: 4
Rok wydania: 2001
ISBN-13: 9780273655213
Okładka: miękka
Liczba stron: 673
Stan
Niewielkie ślady używania na okładce. Wewnątrz zaznaczenia na kilkunastu stronach. Drobne zabrudzenia.
Spis treści
Preface
List of abbreviations
Publisher's acknowledgements
1 International marketing and exporting 1
2 Bases of international marketing 36
3 The international environment 84
4 Export market selection: definition and strategies 154
5 Information for international market(ing) decisions 203
6 Market entry strategies 242
7 Export entry modes 275
8 Nonexport entry modes 325
9 Product decisions 386
10 Pricing decisions 438
11 Financing and methods of payment 479
12 Promotion and marketing communication 511
13 The export order and physical distribution 571
14 Organization of international marketing activities 617
Glossary 646
Index 655
Corporate Communication 2e Argenti
Tytuł: Corporate Communication
Autor: Paul Argenti
Wydawca: McGraw-Hill
Wydanie: 2
Rok wydania: 1997
ISBN-13: 9780256217230
Okładka: miękka
Liczba stron: 288
Stan
Niewielkie ślady używania na okładce. Zaznaczenia na kilku stronach.
O książce
Autor opisuje opisuje podstawowe strategie komunikacji korporacyjnej, wyzwania stojące przed managementem, oraz zmiany zachodzące w otoczeniu firm.
Spis treści
Chapter 1 The Changing Environment for Business
Case: Hooker Chemical Company
Chapter 2 Communicating Strategically
Case: Fletcher Electronics
Chapter 3 An Overview of the Corporate Communication Function
Case: Bank of Boston
Chapter 4 Managing Image, Identity, and Reputation
Case: GE Identity Program
Chapter 5 Managing Corporate Advertising
Chapter 6 Managing Media Relations
Case: Adolph Coors Company
Chapter 7 Investor Relations: A Random Walk Down Wall Street
Case: United Technologies
Chapter 8 Employee Communication
Case: Norwich Software
Chapter 9 Managing Government Affairs
Case: Dodds Paper Company
Chapter 10 Managing Communication in a Crisis
Case: Dow Corning
Consumer Behavior 7e Kanuk
Tytuł: Consumer Behavior
Autor: Leslie Lazar Kanuk, Leon G. Schiffman
Wydawca: Pearson
Wydanie: 7
Rok wydania: 1999
ISBN-13: 9780130841292
Okładka: twarda
Liczba stron: 468
Stan
Mimalne ślady używania na okładce. Zaznaczenia na kilkunastu stronach.
O książce
Autorzy koncentrują się na segmentacji, wynikach badań i wpływie Internetu na zachowania konsumenckie (sposoby zbierania informacji przez potencjalnych klientów). Tekst pomaga zastosować teoretyczne rozważania w badaniu postaw konsumenckich oraz dopasowywaniu do nich strategii marketingowych.
Spis treści
PART I. INTRODUCTION.
1. Introduction: Diversity in the Marketplace.
2. Consumer Research.
3. Market Segmentation.
PART II. THE CONSUMER AS AN INDIVIDUAL.
4. Consumer Motivations.
5. Personality and Consumer Behavior.
6. Consumer Perception.
7. Consumer Learning.
8. Consumer Attitude Formation and Change.
9. Communication and Consumer Behavior.
PART III. CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS.
10. Reference Groups and Family Influences.
11. Social Class and Consumer Behavior.
12. The Influence of Culture on Consumer Behavior.
13. Subcultures and Consumer Behavior.
14. Cross-Cultural Consumer Behavior: An International Perspective.
PART IV. THE CONSUMER'S DECISION MAKING PROCESS.
15. Consumer Influence and the Diffusion of Innovations.
16. Consumer Decision Making.
Glossary.
Company Index.
Name Index.
Subject Index.
Credits.
Leveraging the Corporate Brand, Gregory, Wiechmann
Tytuł: Leveraging the Corporate Brand
Autor: James R. Gregory, Jack G. Wiechmann
Wydawca: McGraw-Hill
Wydanie:
Rok wydania: 1997
ISBN-13: 9780844234441
Okładka: twarda
Liczba stron: 233
Stan
Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.
Spis treści
Foreword
Acknowledgments
Introduction 1
Sect. I Corporate Branding and Its Bottom-Line Impact 5
Ch. 1 What Is Corporate Branding? 7
Ch. 2 The Corporate Branding Index: Attaining the "Holy Grail" 19
Ch. 3 The Multiplier Effect on Financial Performance 29
Sect. II How Corporate Branding Is Achieved 49
Ch. 4 Crafting the Brand 51
Ch. 5nEstablishing the Key Message 61
Ch. 6 Integrating Communications to Reach Corporate Goals 79
Ch. 7 The Multiplier Effect on Key Audiences 95
Sect. III Implementing Corporate Branding 107
Ch. 8 Gaining Recognition for the Spin-Off 109
Ch. 9 Corporate Branding on a Global Scale 117
Ch. 10 How Corporate Branding Works for the Small Business 129
Ch. 11 Advocacy and Cause Marketing 139
Ch. 12 Interactive Media ... and Strong Brand Position 155
Sect. IV Corporate Branding and the CEO 167
Ch. 13 Corporate Growth versus Status Quo 169
Ch. 14 The Role of the CEO 177
Ch. 15 Two Sources of Aid for the CEO 189
App. A Levi Strauss and Co.: "One of the Great Global Brands" 199
App. B Hancor, Inc.: The Critical Path to Starting a Corporate Branding Program 209
App. C Other Ways to Reflect Corporate Brand 217
Index 225
Managerial Accounting 9e Dominiak, Holmen
Tytuł: Managerial Accounting
Autor: Geraldine F. Dominiak, Joseph G. Louderback, Jay Holmen
Wydawca: South-Western
Wydanie: 9
Rok wydania: 1999
ISBN-13: 9780324012088
Okładka: twarda
Liczba stron: 930
Stan
Minimalne ślady używania na okładce. Wewnątrz jedno lub dwa zaznaczenia.
Spis treści
1. Introduction.
2. Profit Planning.
3. Cost Analysis.
4. Activity-Based Costing and Management.
5. Short-term Decisions and Accounting Information.
6. Operational Budgeting.
7. Financial Budgeting.
8. Capital Budgeting,
Part 1.
9. Capital Budgeting,
Part 2.
10. Responsibility Accounting.
11. Divisional Performance Measurement.
12. Control and Evaluation of Cost Centers.
13. Introduction to Product Costing.
14. Standard Costing and Variable Costing.
15. Process Costing and the Cost Accounting Cycle.
16. Quality Costs and Theory of Constraints.
17. Statement of Cash Flows.
18. Analyzing Financial Statements.
ABC's of Relationship Selling 7e Futrell
Tytuł: ABC’s of Relationship Selling
Autor: Charles Futrell
Wydawca: McGraw-Hill
Wydanie: 7
Rok wydania: 2002
ISBN-13: 9780072550986
Okładka: miękka
Liczba stron: 580
Stan
Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.
Spis treści
Part I: Selling as a Profession
Chapter 1: The Life, Times, and Career of the Professional Salesperson
Chapter 2: Social, Ethical, and Legal Issues in Selling
Part II: Preparation For Relationship Selling
Chapter 3: The Psychology of Selling: Why People Buy
Chapter 4: Communication for Relationship Building: It's Not All Talk
Chapter 5: Sales Knowledge: Customers, Products, Technologies
Part III: The Relationship Selling Process
Chapter 6: Prospecting: The Lifeblood of Selling
Chapter 7: Planning the Sales Call Is a Must!
Chapter 8: Carefully Select Which Sales Presentation Method to Use
Chapter 9: Begin Your Presentation Strategically
Chapter 10: Elements of a Great Sales Presentation
Chapter 11: Welcome Your Prospects Objections
Chapter 12: Closing Begins the Relationship
Chapter 13: Service and Follow-Up for Customer Retention
Part IV: Careers in Selling
Chapter 14: Time, Territory, and Self-Management: Keys to Success