Managing brands

B.M. Ataman

Research output: ThesisDoctoral Thesis

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Abstract

How are strong brands built and maintained? Which elements of the marketing mix are most critical in building and maintaining brand equity? These questions have endured for decades because their resolution requires extensive data sets and advanced modeling techniques, which only became available to academics very recently. The three essays in this book seek to offer a more complete understanding of managing brand performance in the long run by comparing the relative long-term effects of the entire marketing mix (pricing, promotion, product and place) in unison, contrasting the long-term efficacy of marketing spending for new and established brands, compiling insights from temporal and spatial analyses of brand performance, and considering these effects over a large number of categories to generalize the findings
Original languageEnglish
QualificationDoctor of Philosophy
Awarding Institution
  • Tilburg University
Supervisors/Advisors
  • van Heerde, H.J., Promotor
  • Mela, C., Promotor, External person
Award date13 Jun 2007
Place of PublicationTilburg
Publisher
Print ISBNs9789056681913
Publication statusPublished - 2007

Fingerprint

Marketing mix
Brand performance
Brand equity
Efficacy
Marketing
Pricing
Modeling

Cite this

Ataman, B. M. (2007). Managing brands. Tilburg: CentER, Center for Economic Research.
Ataman, B.M.. / Managing brands. Tilburg : CentER, Center for Economic Research, 2007. 151 p.
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Ataman, BM 2007, 'Managing brands', Doctor of Philosophy, Tilburg University, Tilburg.

Managing brands. / Ataman, B.M.

Tilburg : CentER, Center for Economic Research, 2007. 151 p.

Research output: ThesisDoctoral Thesis

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AB - How are strong brands built and maintained? Which elements of the marketing mix are most critical in building and maintaining brand equity? These questions have endured for decades because their resolution requires extensive data sets and advanced modeling techniques, which only became available to academics very recently. The three essays in this book seek to offer a more complete understanding of managing brand performance in the long run by comparing the relative long-term effects of the entire marketing mix (pricing, promotion, product and place) in unison, contrasting the long-term efficacy of marketing spending for new and established brands, compiling insights from temporal and spatial analyses of brand performance, and considering these effects over a large number of categories to generalize the findings

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Ataman BM. Managing brands. Tilburg: CentER, Center for Economic Research, 2007. 151 p. (CentER Dissertation Series).