【优质】凯勒《战略品牌管理》（第八至第十五章）.pptVIP

CHAPTER 8: DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM Kevin Lane Keller Tuck School of Business Dartmouth College The New Accountability Virtually every marketing dollar spent today must be justified as both effective and efficient in terms of “return of marketing investment” (ROMI). Some observers believe that up to 70% (or even more) of marketing expenditures may be devoted to programs and activities that cannot be linked to short-term incremental profits, but yet can be seen as improving brand equity. The Brand Value Chain Broader perspective than just the CBBE model T