MARC details
| 000 -CABECERA |
|---|
| campo de control de longitud fija |
02759nam a22002535i 4500 |
| 001 - NÚMERO DE CONTROL |
|---|
| campo de control |
23602594 |
| 005 - FECHA Y HORA DE LA ÚLTIMA TRANSACCIÓN |
|---|
| campo de control |
20240625151748.0 |
| 008 - DATOS DE LONGITUD FIJA--INFORMACIÓN GENERAL |
|---|
| campo de control de longitud fija |
240311s2024 nyu 000 0 eng |
| 010 ## - NÚMERO DE CONTROL DE LA BIBLIOTECA DEL CONGRESO |
|---|
| Número de control de LC |
2024934065 |
| 020 ## - NÚMERO INTERNACIONAL ESTÁNDAR DEL LIBRO |
|---|
| Número Internacional Estándar del Libro |
9781398611580 |
| 040 ## - FUENTE DE LA CATALOGACIÓN |
|---|
| Centro catalogador/agencia de origen |
DLC |
| Lengua de catalogación |
eng |
| Normas de descripción |
rda |
| Centro/agencia transcriptor |
DLC |
| 041 ## - CÓDIGO DE LENGUA |
|---|
| Código de lengua del texto/banda sonora o título independiente |
eng |
| 050 ## - SIGNATURA TOPOGRÁFICA DE LA BIBLIOTECA DEL CONGRESO |
|---|
| Número de clasificación |
HF5415.1255 |
| 100 ## - ENTRADA PRINCIPAL--NOMBRE DE PERSONA |
|---|
| Nombre de persona |
Singh, Jaywant |
| Término indicativo de función/relación |
author |
| 9 (RLIN) |
23737 |
| 245 10 - MENCIÓN DE TÍTULO |
|---|
| Título |
Brand management |
| Resto del título |
: principles and applications for effective branding |
| Mención de responsabilidad, etc. |
/ Jaywant Singh, Paurav Shukla. |
| 260 ## - PUBLICACIÓN, DISTRIBUCIÓN, ETC. |
|---|
| Lugar de publicación, distribución, etc. |
London ; New York, NY : |
| Nombre del editor, distribuidor, etc. |
Kogan Page, |
| Fecha de publicación, distribución, etc. |
2024. |
| 300 ## - DESCRIPCIÓN FÍSICA |
|---|
| Extensión |
320 pages : |
| Otras características físicas |
illustrations (black and white) ; |
| Dimensiones |
24 cm. |
| 504 ## - NOTA DE BIBLIOGRAFÍA, ETC. |
|---|
| Nota de bibliografía, etc. |
Includes bibliographical references and index. |
| 505 ## - NOTA DE CONTENIDO CON FORMATO |
|---|
| Nota de contenido con formato |
pt. 1. Introduction : the foundations of brand management — 1. Brand : the concept and meanings — 2. The evolution of branding — 3. Research streams in branding — pt. 2. Building brands : principles and applications — 4. Brand features — 5. Brand loyalty and brand equity — 6. Brand positioning — 7. Brand communication — 8. Consumer-brand relationships — 9. Brand extension — 10. Brand alliance or co-branding — 11. Brand portfolio management — pt. 3. Managing contemporary brands — 12. Managing negative events for brands — 13. Luxury branding — 14. Sensory branding and neuromarketing — 15. Branding on social media and digital brand analytics — 16. Global and cross-cultural branding. |
| 520 ## - SUMARIO, ETC. |
|---|
| Sumario, etc. |
How are brands created? How can their value be measured? Explore these areas and more with this clear and concise brand management textbook. Brand Management combines practical and real-life applications with a range of perspectives and research insights into the theoretical, societal and socio-cultural contexts to cover all the key aspects of brand management. Exploring areas such as the key definitions and elements of branding, brand loyalty and positioning and brand communication, it offers an easy-to-follow operationalized focus on areas such as measuring brand equity, co-branding and brand architecture. Featuring case studies and examples from Uber, Guinness, Li-Ning, Arm & Hammer, Balenciaga and Netflix, Brand Management also examines new and emerging topics including managing brand crisis, brands' responsibilities and digital brand analytics. It is supported by a range of features such as learning outcomes, 'in practice' boxes, key concepts and discussion questions and online resources consisting of lecture slides, video links and an instructors' manual containing further case studies and exercises. This is an indispensable textbook for undergraduate and postgraduate students of brand management. |
| 650 #0 - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
Branding (Marketing) |
| Subdivisión general |
Management |
| 9 (RLIN) |
11418 |
| 700 ## - ENTRADA AGREGADA--NOMBRE PERSONAL |
|---|
| Nombre de persona |
Shukla, Paurav |
| Término indicativo de función/relación |
author |
| 9 (RLIN) |
23738 |
| 942 ## - ELEMENTOS DE ENTRADA AGREGADA (KOHA) |
|---|
| Fuente del sistema de clasificación o colocación |
Clasificación de Library of Congress |
