品牌的长线管理——论品牌再加强与品牌激活策略
4697 
0
外国经济与管理 2001 年 第 23 卷第 08 期, 页码：37 - 42
摘要
参考文献
摘要
日益动荡与变化的市场环境使品牌的长线管理面临严峻的挑战。本文从当前品牌资产管理的基本理论出发 ,阐明了品牌长线管理的基本思路与原则 ,提出了品牌长线管理的两条基本策略———品牌再加强策略与品牌激活策略 ,并对两条策略的基本原理及其实施关键环节进行了详细的阐述
[1]KevinLaneKeller.StrategicBrandManagement[M ].UpperSaddleRiver,NJ:PrenticeHall,1998.
[2]RonaldAlsop.EnduringBrandsHoldTheirAllureByStickingClosetoTheirRoots[M ].WallStreetJournalCentennialEdi tion,1989.
[3]ChrisRoush.AtTimex,They’rePositivelyGlowing[J].BusinessWeek,19930712.
[4]MichaelJ .McCarthy.PepsiisReturningtoYoungerGeneration[J].WallStreetJournal,19930122.
[5]KevinGoldman,AdidasTriesToFillItsRivals’BigShoes[J].WallStreetJournal,19940317.
[6]JohnD .CrippsandRobertJ.Meyer.HeuristicsandBiasesinTimingtheReplacementofDurableProducts,[J].JournalofCon sumerResearch,1994,9(21):2.
[7]DavidA .Aaker.ManagingBrandEquity[M ].NewYork,NY :FreePress,1991.
[8]RonaldAlsop.GivingFadingBrandsaSecondChance[M ].WallStreetJournal,19890124.
[9]KevinGoldman.DelMonteTriestoFreshenItsMarket[J].WallStreetJournal,19941020.
[10]DavidW .Stewart.AdvertisinginaSlowGrowthEconomy[J].AmericanDemographics,1994,9(16):9.
[2]RonaldAlsop.EnduringBrandsHoldTheirAllureByStickingClosetoTheirRoots[M ].WallStreetJournalCentennialEdi tion,1989.
[3]ChrisRoush.AtTimex,They’rePositivelyGlowing[J].BusinessWeek,19930712.
[4]MichaelJ .McCarthy.PepsiisReturningtoYoungerGeneration[J].WallStreetJournal,19930122.
[5]KevinGoldman,AdidasTriesToFillItsRivals’BigShoes[J].WallStreetJournal,19940317.
[6]JohnD .CrippsandRobertJ.Meyer.HeuristicsandBiasesinTimingtheReplacementofDurableProducts,[J].JournalofCon sumerResearch,1994,9(21):2.
[7]DavidA .Aaker.ManagingBrandEquity[M ].NewYork,NY :FreePress,1991.
[8]RonaldAlsop.GivingFadingBrandsaSecondChance[M ].WallStreetJournal,19890124.
[9]KevinGoldman.DelMonteTriestoFreshenItsMarket[J].WallStreetJournal,19941020.
[10]DavidW .Stewart.AdvertisinginaSlowGrowthEconomy[J].AmericanDemographics,1994,9(16):9.
引用本文
高松, 庄晖. 品牌的长线管理——论品牌再加强与品牌激活策略[J]. 外国经济与管理, 2001, 23(8): 37–42.
导出参考文献，格式为：
上一篇：经济国际化程度的综合测评体系研究
