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035   $a(EBL)1123416
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100   $a20130207d2012      uy         0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 04$aThe challenges facing brand managers today /$fguest editors, Francisco Guzma?n and Oriol Iglesias
205   $a1st ed.
210   $a[Bradford] $cEmerald Insight$d2012
215   $a1 online resource (105 p.)
225 0 $aJournal of product & brand management : featuring pricing strategy & practice,$x1061-0421 ;$vv. 21, no. 6
300   $aDescription based upon print version of record.
311   $a1-78190-361-1 
320   $aIncludes bibliographical references.
327   $aCover; Contents; Editorial; Guest editorial; Sources of equity in fashion markets; Systematic review on B2B branding: research issues and avenues for future research; Brand mergers: examining consumers' responses to name and logo design; Private label brands: measuring equity across consumer segments; Consumer-based brand equity and top-of-mind awareness: a cross-country analysis; Consumer recall of brand versus product banner ads; The effects of lower prices on perceptions of brand quality: a choice task perspective
327   $aPrice strategy, information sharing, and firm performance in a market channel with a dominant retailerBook reviews
330   $aThis ebook derives from the 7th Global Brand Conference of The Academy of Marketing's Special Interest Group on Brand, Corporate Identity and Reputation, held at Oxford University in 2011. The authors explore the challenges brand management faces as customers increasingly demand multisensory and multi-experiential brand interactions. A wide variety of current issues are addressed, from the increasingly important aspect of brand impact to the long-lasting experiences that organizations seek in order to achieve brand success in the global marketplace.
410  0$aJournal of Product & Brand Management: Volume 21, Issue 6
606   $aNew products$xManagement
606   $aNew products$xMarketing
606   $aBranding (Marketing)
606   $aAdvertising$xBrand name products
615  0$aNew products$xManagement.
615  0$aNew products$xMarketing.
615  0$aBranding (Marketing)
615  0$aAdvertising$xBrand name products.
676   $a658.4
701   $aGuzma?n$b Francisco$01124573
701   $aIglesias$b Oriol$01632534
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910811574103321
996   $aThe challenges facing brand managers today$93971735
997   $aUNINA