Download or read book The Routledge Companion to Contemporary Brand Management written by Francesca Dall'Olmo Riley and published by Routledge. This book was released on 2016-07-15 with total page 617 pages. Available in PDF, EPUB and Kindle. Book excerpt: The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.
Download or read book The Handbook of Marketing Research written by Rajiv Grover and published by SAGE. This book was released on 2006-06-23 with total page 721 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm.
Download or read book Empirical Models for Assessing the Role of Brand Equity in Market Performance and Brand Bundling written by Benjamin Kartono and published by . This book was released on 2006 with total page 396 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Cost and Assessment Guide Best Practices for Estimating and Managing Program Costs written by Barry Leonard and published by DIANE Publishing. This book was released on 2008-04 with total page 440 pages. Available in PDF, EPUB and Kindle. Book excerpt: Contents: Characteristics of Credible Cost Estimates & a Reliable Process for Creating Them; Why Cost Estimates Are Required for Gov¿t. Programs & Challenges in Developing Results; Criteria for Cost Estimating, EVM, & Data Reliability; Cost Analysis Overview; The Cost Estimate¿s Purpose, Scope, & Schedule; The Cost Assessment Team; Technical Baseline Description; Work Breakdown Structure; Ground Rules & Assumptions; Data; Developing a Point Estimate; Estimating Software Costs; Sensitivity Analysis; Cost Risk & Uncertainty; Validating the Estimate; Documenting the Estimate; Presenting the Estimate to Mgmt.; Managing Program Costs: Planning, Execution, & Updating; & Appendixes. Tables, Figures, & Checklists.
Download or read book Marketing Science written by and published by . This book was released on 1995 with total page 778 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Proceedings written by and published by . This book was released on 1987 with total page 728 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Code of Federal Regulations written by and published by . This book was released on 2013 with total page 1096 pages. Available in PDF, EPUB and Kindle. Book excerpt: Special edition of the Federal register, containing a codification of documents of general applicability and future effect as of Jan. ... with ancillaries.
Download or read book Brands and Brand Management written by Barbara Loken and published by Psychology Press. This book was released on 2023-04-28 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: Very few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both traditional and contemporary topics in branding. This book accomplishes that task, with contributions from leading experts in the science of branding, national and international. The book should appeal to all students, faculty, and marketing professionals with an interest in research findings about brands, and an interest in deepening their understanding of how consumers view brands.
Download or read book Building Customer Brand Relationships written by Don E. Schultz and published by M.E. Sharpe. This book was released on 2009-02-23 with total page 480 pages. Available in PDF, EPUB and Kindle. Book excerpt: Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view--that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to sell, the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the marketer to understand which audiences are important for a product, what delivery forms are appropriate, and what type of content is beneficial. Building Customer-Brand Relationships is themed around the four key elements marketing communicators use in developing programs--audiences, brands, delivery, and content--but provides an innovative approach to marketing communications in the push-pull marketplace that combines traditional outbound communications (advertising, sales promotion, direct marketing, and PR) with the inbound or pull media of Internet, mobile communications, social networks, and more. Its customer-centric media planning approach covers media decision before dealing with creative development, and emphasizes measurement and accountability. The text's concepts have been used successfully around the world, and can be adapted and adjusted to any type of product or service.
Download or read book Brand Relevance written by David A. Aaker and published by John Wiley & Sons. This book was released on 2011-01-25 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.
Download or read book Minerals Yearbook written by and published by . This book was released on 2004 with total page 540 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Is Military Advertising Effective An Estimation Methodology and Applications to Recruiting in the 1980s and 90s written by James N. Dertouzos and published by Rand Corporation. This book was released on 2003-06-03 with total page 115 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Defense Department has been spending over $100 million annually on recruiting advertising. Previous econometric studies of military advertising's effects have relied on data from time periods unlike today's and have used models possibly inappropriate for supporting today's decisionmakers. This report details improved methods developed to assess military advertising's effectiveness and illustrates them using early 1980s and mid-1990s data.
Download or read book Building Models for Marketing Decisions written by Peter S.H. Leeflang and published by Springer Science & Business Media. This book was released on 2013-06-29 with total page 642 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables.
Download or read book Cost of Capital written by Shannon P. Pratt and published by John Wiley & Sons. This book was released on 2008-02-25 with total page 448 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this long-awaited Third Edition of Cost of Capital: Applications and Examples, renowned valuation experts and authors Shannon Pratt and Roger Grabowski address the most controversial issues and problems in estimating the cost of capital. This authoritative book makes a timely and significant contribution to the business valuation body of knowledge and is an essential part of the expert's library.
Download or read book MI2015 The Nevada mineral industry 2015 written by and published by NV Bureau of Mines & Geology. This book was released on 2017-02-10 with total page 190 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book JMR Journal of Marketing Research written by and published by . This book was released on 2004 with total page 550 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Statistics for Real Life Sample Surveys written by Sergey Dorofeev and published by Cambridge University Press. This book was released on 2006-07-27 with total page 11 pages. Available in PDF, EPUB and Kindle. Book excerpt: Samples used in social and commercial surveys, especially of the general population, are usually less random (often by design) than many people using them realise. Unless it is understood, this 'non-randomness' can compromise the conclusions drawn from the data. This book introduces the challenges posed by less-than-perfect samples, giving background knowledge and practical guidance for those who have to deal with them. It explains why samples are, and sometimes should be, non-random in the first place; how to assess the degree of non-randomness; when correction by weighting is appropriate and how to apply it; and how the statistical treatment of these samples must be adapted. Extended data examples show the techniques at work. This is a book for practising researchers. It is a reference for the methods and formulae needed to deal with commonly encountered situations and, above all, a source of realistic and implementable solutions.
