Marketing Management 12 e PHILIP KOTLER & KEVIN LANE KELLER ISBN 0-13-145757-8 658.8—dc22 Note: all credits for contents goes to the original author. Summarized by Wawan Setiawan (winanci@gmail.com)Summarized by winanci@gmail.com 2 Redefining Marketing for 21 st Century ● Marketing is everywhere‚ but tricky ● It makes Marketing management difficult because it needs continuous improvementSummarized by winanci@gmail.com 3 The scope of marketing: What is marketing? (1) ● Marketing:
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5 – 1 0 T Y PEKKA TUOMINEN Managing Brand Equity ABSTRACT The purpose of this study is to discuss and elaborate the main issues encountered in managing brand equity. In order to achieve this purpose‚ we first analyse the concept of brand equity; second‚ we provide a comprehensive framework for managing brand equity; and finally‚ we distinguish different ways to leverage and measure brand equity. The concept of brand equity emerged in the early 1990s. Brand equity can be regarded as a managerial
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Article Evaluation on Managing Brand Evaluation of Arguments In the article‚ authors argue that in recent era‚ most of the company made some costly mistake in managing their brand value. This argument is based on the concepts of brand like brand management tactics (Berthon‚ Holbrook & Hulbert‚ 2003). Authors state that organizations divided their brands in different products categories that damaged the parent brands. It is also discussed that today‚ most of the companies adopt the concept of globalization
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| LVMH | | | 25/10/11 | Managing a multi-brand conglomerate | | [Tapez le résumé du document ici. Il s’agit généralement d’une courte synthèse du document. Tapez le résumé du document ici. Il s’agit généralement d’une courte synthèse du document.] | LVMH Managing a multi-brand conglomerate Table of contents Table of contents 1 What does globalization mean to the luxury industry? 2 Social and Cultural Integration of the Luxury Industry 2 Political Trends 2 Economic Trends
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are convinced that Nivea is a local brand‚ a mistake which Beiersdoft‚ the German makers‚ take as a compliment.’ (Quoted on leading brand consultancy Wolff-Olins’ website‚ www.wolff-olins.com) An ode to Nivea’s success In May 2003‚ a survey of ‘Global Mega Brand Franchises’ revealed that the Nivea Cosmetics brand had presence in the maximum number of product categories and countries. The survey‚ conducted by US-based ACNielsen‚ aimed at identifying those brands that had ‘successfully evolved beyond
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Mahbub Hossain Course: brand and product management American International University – Bangladesh (AIUB) Submitted By Khan Samara Salsabeel #07-09162-2 . | | Mr. Mahbub Hossain Course Instructor Brand and Product Management
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Nathan Lane‚ Essay Actor Nathan Lane born on February 3‚ 1956‚ in Jersey City‚ New Jersey. Lane began acting in middle school and by the time he graduated from St. Peter’s Prep high school‚ he had decided on a career as an actor. Though he was offered a scholarship to study theatre at St. Joseph’s College in Philadelphia‚ the stipend provided was not sufficient to live on‚ so Lane took a series of odd jobs‚ including bail interviewer‚ telemarketer‚ and singing messenger‚ while trying to land acting
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Lane: Good People Lane Dean Jr. is a young man of nineteen. He is just starting his life with his girlfriend. He is attending college and working with UPS. He seems to play more of the antagonist role with in the story. Lane shows weakness as his complex personality reveals his struggles in the plot of the story line. In this story Lane is faced with many struggles‚ internal and external. The struggle within his thoughts has him frozen‚ unable to move and he only becomes more still as the struggle
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This passage taken from the novel Brick Lane by Monica Ali depicts the journey and feelings of the persona‚ Nazneen in her navigation of the streets of London. Using the setting of the novel‚ mood and various literary devices‚ the author‚ Ali‚ is able to convey to readers the subject matter of the extract‚ which is the loneliness and confusion faced by the persona. The setting of the extract plays a major role in the understanding of the passage as a whole. The passage is set in London‚ England
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Kevin Plank Sport Entrepreneur Alton K Smith Jr American Military University Kevin Plank is just about as normal of a person you can get. Kevin Plank was born on August 13‚ 1972‚ Kensington‚ Maryland. He was the youngest of five boys and like his older brothers both loved and excelled in sports. He wasn’t born rich but had a dream and worked at it until it became reality. Becoming an entrepreneur was not a given for Plank. He acknowledged being a mediocre student during high school in Maryland
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