MARC details
| 000 -CABECERA |
|---|
| campo de control de longitud fija |
04072nam a2200349Ia 4500 |
| 001 - NÚMERO DE CONTROL |
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| campo de control |
2701 |
| 008 - DATOS DE LONGITUD FIJA--INFORMACIÓN GENERAL |
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| campo de control de longitud fija |
230305s2017 xx 000 0 und d |
| 020 ## - NÚMERO INTERNACIONAL ESTÁNDAR DEL LIBRO |
|---|
| Número Internacional Estándar del Libro |
9789144116242 |
| 043 ## - CÓDIGO DE ÁREA GEOGRÁFICA |
|---|
| Código de área geográfica |
en_UK |
| 041 ## - CÓDIGO DE LENGUA |
|---|
| Código de lengua del texto/banda sonora o título independiente |
eng |
| 245 #0 - MENCIÓN DE TÍTULO |
|---|
| Título |
Brand theories |
| 260 ## - PUBLICACIÓN, DISTRIBUCIÓN, ETC. |
|---|
| Lugar de publicación, distribución, etc. |
Lund |
| Nombre del editor, distribuidor, etc. |
Studentlitteratur, |
| Fecha de publicación, distribución, etc. |
2017 |
| 300 ## - DESCRIPCIÓN FÍSICA |
|---|
| Extensión |
303 p. ; 23 cm |
| 500 ## - NOTA GENERAL |
|---|
| Nota general |
perspectives on brands and branding |
| 505 ## - NOTA DE CONTENIDO CON FORMATO |
|---|
| Nota de contenido con formato |
Block I Brand Management Perspective |
| Mención de responsabilidad |
Brand Orientation: Managing Organizations from a Brand Perspective; The brand orientation concept and its origins; Brand orientation frameworks; Key antecedents of brand orientation:; Leadership and internal branding; Brand orientation in different contexts; Recent developments: Brand and market-oriented positioning; Corporate Brand Identity and Image: To Align or; Separate - This is the Question; What is the best way to develop a strong corporate brand?; Corporate brand identity and image revisited; Theories of corporate brand alignment - it is all about gaps; Can misalignment be good for a brand?; Is a middle ground possible for a corporate brand?; Brand Equity and the Brand Value Chain: What it is ...|and How to Use it in Practice; A growing interest in brand equity; The brand value chain; Three insights into the brand value chain; How the brand value chain can be used - 4 steps to a revenue-focused branding process; Loyalty-based Brand Management; Understanding brand loyalty; Managing customer loyalty; Cultural Branding; Cultural branding - the strategy of iconic brands; Cultural branding practices - what brands are doing this, and why?; Why study cultural branding - and why these two models?; Description of Holt's (2004) structure of the myth market model; Description of Holt and; Cameron's (2010) cultural innovation theory model; Critique of cultural branding; Branding Strategies: A Stakeholder Approach; Branding strategies; Classical branding theories: A company-centered approach; Contemporary branding research: A stakeholder approach-- |
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-- |
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Block II Consumer Perspective-- |
| -- |
Brands, Consumer Choice and Decision-making; Everyday life with brands and choices; Three perspectives on brands and decision-making; The neoclassical perspective; The psychological perspective; The sociological perspective; Consumer-brand Relationships; The complexity of consumer-brand relationships; Consumer-company identification; The Brand Relationship Quality Model; Collective Consumer-brand Phenomena; Theoretical roots of consumer collectives; Consumer tribes; Brand communities; Offline and online collectives - does it matter?; Brand Culture: In Search of Identity; Identity within social theory; Brands and the construction of identity; Constructing identity: Four perspectives-- |
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-- |
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Block III Critical Perspective-- |
| -- |
Brand Co-creation - Consumer Empowerment and Exploitation; Co-creating brand meaning; The managerial perspective - designing the co-creation experience; The community perspective - negotiating brand meaning; The critical perspectives - labouring under the brand; Making Sense: A Practical Guide to Speaking About Brands; What are we talking about?; The problem: Fuzzy terminology breeds fuzzy thinking; Solution: Steps towards a unified vocabulary; Broader implications: The brand in context; Conclusion: Coming to terms; Marketing Megalomania: The Madness of Brand Management; Vagueness, irrationality, madness; From marketing myopia to marketing megalomania; Brand as Violence; Can a brand be violent?; Brand as symbolic violence; Brand as vessel of violent relations-- |
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-- |
| 630 ## - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÍTULO UNIFORME |
|---|
| Título uniforme |
HF COMMERCE |
| 9 (RLIN) |
14 |
| 650 #0 - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
Brand choice |
| Subdivisión general |
Social aspects |
| 9 (RLIN) |
7366 |
| 650 #0 - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
Consumers |
| 9 (RLIN) |
8766 |
| 650 #0 - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
Branding (Marketing) |
| 9 (RLIN) |
6284 |
| 650 #0 - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
Consumers |
| 9 (RLIN) |
8766 |
| 650 ## - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
Trademarks |
| 9 (RLIN) |
9714 |
| 650 ## - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
|
| 9 (RLIN) |
12 |
| 650 #0 - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
Marketing |
| 9 (RLIN) |
1020 |
| 700 ## - ENTRADA AGREGADA--NOMBRE PERSONAL |
|---|
| Nombre de persona |
Bertilsson, Jon |
| Término indicativo de función/relación |
Director Científic |
| 9 (RLIN) |
11897 |
| 700 ## - ENTRADA AGREGADA--NOMBRE PERSONAL |
|---|
| Nombre de persona |
Tarnovskaya, Veronika |
| Término indicativo de función/relación |
Director Científic |
| 9 (RLIN) |
11898 |
| 902 ## - ELEMENTOS DE DATOS B LOCAL, LDB (RLIN) |
|---|
| a |
458 |
| 905 ## - ELEMENTOS DE DATOS E LOCAL, LDE (RLIN) |
|---|
| a |
m |
| 912 ## - |
|---|
| -- |
2017-01-01 |
| 942 ## - ELEMENTOS DE ENTRADA AGREGADA (KOHA) |
|---|
| Código de la institución [OBSOLETO] |
1 |
| 953 ## - |
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| -- |
2019-10-30 11:51:43 |
