MARC Record from marc_columbia

LEADER: 03322cam a2200661Mi 4500
001 15105170
005 20220817091904.0
006 m o d
007 cr cn|||||||||
008 150227t20152009enka ob 001 0 eng d
035 $a(OCoLC)ocn905856156
035 $a(NNC)15105170
040 $aE7B$beng$erda$epn$cE7B$dOCLCO$dOCLCQ$dEBLCP$dTYFRS$dOCLCQ$dOCLCF$dAU@$dOCLCQ$dOCLCA$dK6U$dOCLCO$dOCL
019 $a923711233$a958108895
020 $a9781315699042$q(e-book)
020 $a1315699044$q(e-book)
020 $z9780765617903
020 $z9780765617910
035 $a(OCoLC)905856156$z(OCoLC)923711233$z(OCoLC)958108895
050 4 $aHF5415.1255$b.F736 2015eb
082 04 $a658.8/27$222
049 $aZCUA
100 1 $aFranzen, Giep,$eauthor.
245 14 $aThe science and art of branding /$cGiep Franzen and Sandra Moriarty.
264 1 $aOxfordshire [England] ;$aNew York :$bRoutledge,$c2015.
264 4 $c©2009
300 $a1 online resource (588 pages) :$billustrations
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
504 $aIncludes bibliographical references and index.
588 0 $aPrint version record.
520 $aThis innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. ""The Science and Art of Branding"" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled t.
505 0 $apt. 1. The nature of brands -- pt. 2. Brand strategy development: the company perspective -- pt. 3. Brand strategy meets brand perception -- pt. 4. Brand equity : expansion and integration.
650 0 $aBranding (Marketing)
650 0 $aBrand name products.
650 0 $aConsumer behavior.
650 0 $aSocial values.
650 0 $aBranding (Marketing)$xManagement$vCase studies.
650 2 $aSocial Values
650 6 $aStratégie de marque.
650 6 $aProduits de marque.
650 6 $aConsommateurs$xComportement.
650 6 $aValeurs sociales.
650 6 $aStratégie de marque$xGestion$vÉtudes de cas.
650 7 $abranding.$2aat
650 7 $aBranding (Marketing)$xManagement.$2fast$0(OCoLC)fst00837893
650 7 $aBrand name products.$2fast$0(OCoLC)fst00837883
650 7 $aBranding (Marketing)$2fast$0(OCoLC)fst01743755
650 7 $aConsumer behavior.$2fast$0(OCoLC)fst00876238
650 7 $aSocial values.$2fast$0(OCoLC)fst01123424
655 0 $aElectronic books.
655 4 $aElectronic books.
655 7 $aCase studies.$2fast$0(OCoLC)fst01423765
700 1 $aMoriarty, Sandra E.$q(Sandra Ernst),$eauthor.
776 08 $iPrint version:$aFranzen, Giep.$tScience and art of branding.$dOxfordshire, [England] ; New York : Routledge, 2015, ©2009$hxii, 575 pages$z9780765617903
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio15105170$zTaylor & Francis eBooks
852 8 $blweb$hEBOOKS