The strategy of global branding and brand equity (ระเบียนเลขที่ 822089)
| 000 -LEADER | |
|---|---|
| fixed length control field | 01979nam a22002777a#4500 |
| 001 - CONTROL NUMBER | |
| control field | 822089 |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION | |
| fixed length control field | tz |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 160712t2015 th ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780415749114 |
| 049 ## - LOCAL HOLDINGS (OCLC) | |
| Holding library | PIMLIB |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5415.1255 |
| Item number | L481 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Lee, Alvin |
| 9 (RLIN) | 47037 |
| 245 ## - TITLE STATEMENT | |
| Title | The strategy of global branding and brand equity |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | London ; New York : |
| Name of publisher, distributor, etc. | Routledge, |
| Date of publication, distribution, etc. | 2015. |
| -- | 42967 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 221 p |
| 449 ## - | |
| -- | New Arrivals-Jul.2016 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand? This book offers a way to predict which brand a buyer will purchase. It looks at brand performance within a product category and tests it in different countries with very different cultures. Following the Predictive Brand Choice (PBC) model, this book seeks to predict a consumer's loyalty and choice. Results have shown that PBC can achieve a high level of predictive accuracy, in excess of 70% in mature markets. This accuracy holds even in the face of price competition from a less preferred brand. PBC uses a prospective predicting method which does not have to rely on a brand's past performance or a customer's purchase history for prediction. Choice data is gathered in the retail setting - at the point of sale. The Strategy of Global Branding and Brand Equity presents survey data and quantitative analyses that prove the method described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Branding (Marketing) |
| 9 (RLIN) | 5747 |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Product management. |
| 9 (RLIN) | 47038 |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Brand name products. |
| 9 (RLIN) | 47039 |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | 0041 นิเทศศาสตรบัณฑิต วิชาเอกการสื่อสารองค์กรและแบรนด์ CB (ป.ตรี) |
| 9 (RLIN) | 122 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | หนังสือ |
| 988 ## - | |
| -- | 822089 |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) | |
| -- | benjamad |
| Withdrawn status | Lost status | Damaged status | Not for loan | Collection | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Shelving control number | Total Checkouts | Total Renewals | Full call number | Barcode | Date due | Date last seen | Cost, replacement price | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Available | หนังสือภาษาอังกฤษ | PIM Creative Learning Space | PIM Creative Learning Space | English Book Shelves | 12/07/2016 | เอเชียบุ๊คส์ | 2200.00 | 2 | 5 | HF5415.1255 L481 2015 | 32550000237810 | 03/04/2023 | 23/04/2023 | 1980.00 | 23/04/2023 | หนังสือ |
