帕尔马蒂尔-营销战略：第一原理和数据分析-Marketing Strategy Chapter 5 version 2_4.pptxVIP

? Palmatier, 2017, Marketing Strategy, Palgrave. ISBN: 9781137526236.1Marketing Strategy Chapter 5 (Brands)Marketing Principle #3All Competitors React ? Managing Brand-based Sustainable Competitive Advantage AgendaIntroductionBrand StrategiesBrand PositioningBrand ArchitectureBrand ExtensionsManaging Brand-Based SCAThree Steps to Building Brand EquityIntegrated Marketing CommunicationsResearch Approaches to Understanding and Measuring Brand EquitySurveys: Brand AuditsTakeaways2? Palmatier, 2017, Marketing Strategy, Palgrave. ISBN: 9781137526236. Brand BasicsThe American Marketing Association d