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Publications - Books |
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| Title : |
BRANDS-MANAGING BRANDS AND MEASURING BRAND EQUITY |
| Author(s) : |
Associate Prof.Dr. Asli Yüksel Mermod - Assistant Prof.Dr. Ülkü Yüksel |
| Publisher : |
Beta Publishing House |
| Date : |
2005 |
| ISBN : |
9752954618 |
| Type : |
Hardcover |
| Nr of pages : |
308 |
| Dimensions (cm) : |
17
x 24 |
| Internet Shops : |
- Beta
Basim
- Eren Kitap
- BT Insan
- Ideefixe
- Se çkin Kitap
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Chapters
- Introduction to Brand’s, Brand Value and Brand Equity
- Branding management especially for the develop and protection of Brand equity
- Brand building through below-the-line techniques and Mechanism to Develop brand associations (Business-to-business branding): Co-Branding, Ingredient Branding, Country-of-Origin, etc.
- The role of marketing in Branding ( Marketing-Mix – arrangements)
- Reasons of using the brand equity
- How come can brand equity be a measure of different components, including beliefs, images and cored associations consumers ?
- Approaches to measuring brand equity'Brand Performancer'model of Nielsen; Interbrand- model; 'Brand Potential Index (BPI)' and 'Brand Assessment System (BASS)' of GfK; 'Brand Equity Evaluation System Ranking –BEES' of BBDO; Brand-Rating Eisberg-model of Icon;'markamatik'- model of McKinsey: Semion- model; Kern- model, Keller –model,Repenn – model, Conjoint- model; Simon & Sullivan .model; Andresen' Brand Asset Valuator' – model of Young & Rubicam: WISA.model of Trommsdorff ; Blackson-model; Edmunds- model |
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Description
The most important assets of any business are intangible, including its base of loyal customers, symbols and slogans, brands and the brand’s underlying image and associations, quality and personality etc. These assets comprise brand equity and are a primary source of competitive advantage. The notion of ‘brand equity’ has long been of great interest to market analysers. The trickiest issue to date seems to be working through the nettlesome question of how brand equity should be measured. Estimating brand equity is important not only to marketing types but also to corporate and accounting types. Our first book about brand equity is published in Germany(Markenwert Und Markenwertmessung insbesondere aus betriebswirtschaftlicher Betrachtung, in November 2003 by Verlag Dr. Kovac in Hamburg, Germany. This new coming book which is in turkish(in Ýstanbul published) is expected to contribute to new Aspects and modifications in some specific topics. |
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Chapters
- Business of Banking
- Turkish Banking and Finance system
- Bank marketing
- The Impact of government Policy and the Central Banking System
- Risk Management and Measuring the Size of Bank Capital
- The Organization and Structure of Banks and Government Control
- Bank Discretion and Credit Selection Analysis
- Depositor representation in Bank Relations
- Managing Deposit Services
- Money and Payment Procedures
- International Banking and Methods of the international financing
- Letter of Credit and Foreign Trade Banking
- Commercial Paper and Underwriting
- Property management for consumer
- Managing Loans and The Bank Credit Organization
- Bank-Guarantees
- Loan Sales and Securitization; Real Estate Lending
- Corporate-Finance
- Stock Exchange - Right and its Operations
- Hedging and Pricing with Derivatives and Transactions in foreign exchange
- Gold banking and its Operations
- Financial Globalization and the Financial Liberalization at the WTO and EMU (European Monetary Union) |
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Description
This book entitled 'Bank Management' covers the subjects directly related to the banking. Banking is a kind of business, in which jurisprudence, economies and respectively management are embodied. Real life practices and theory are bounded in this book with some case studies. This book takes into account almost all the topics of banking industry; but mainly focuses on management, financial, economics and law aspects. Banks role in an economy, Central Banks and their relations with other banks, liquidity and risk management, Turkish Banking System, Bank Marketing, Auditing, Government Intervention, Credit Management, Credit Decisions, Bank Accounts, Customer representations, Financial Markets, Islamic Banking, Foreign Trade Banking, International trade methods, Letters of guarantee, Letter of Credit, Wealth Management, Credit Guarantee, Corporate Banking, Bank Acquisitions, Venture Capital, Security, Gold and Currency trading procedures, Derivatives , Financial Globalization and Financial Liberalization at the WTO and EMU are the topics mainly covered in this book. We added questions and answers related with every topic at the end of every chapter that could be useful for any kind of banking examination in this edition of our book. For this reason this book is recommendable to be used as a basic reference book in banking courses and in universities. |
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| Title : |
SERVICE MARKETING |
| Author(s) : |
Assistant Prof.Dr. Asli Yüksel Mermod - Assistant Prof.Dr. Ülkü Yüksel |
| Publisher : |
Beta Publishing House |
| Date : |
2004 |
| ISBN : |
9752953735 |
| Type : |
Hardcover |
| Nr of pages : |
335 |
| Dimensions (cm) : |
17
x 24 |
| Internet Shops : |
- Seckin
Kitap
- Beta
Basim
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Chapters
- Basic Concepts in Service Marketing
- Basic Concepts in Tourism and Bank Marketing
- Credit Institutions
- Money-Capital and Credit Markets
- Credit Portfolio
- Price and Pricing
- Characteristics of Service Products
- Bank Marketing and Financial Markets
- Tourism Marketing
- Tourism Marketing Strategies
- SWOT Analysis
- Market Risk Analysis
- Competition and Environment Analysis
- Marketing Mix
- Production Policy
- Pricing Policy
- Distribution Policy
- Communication Policy
- Image
- Brand
- Corporate Identity
- Quality Problems and Control
- Models that determine the Service Quality
- ISO norms
- Advertising
- Regulations that limit advertising
- Special laws about bank advertisements
- How to determine the target group
- How to prepare the advertisement budget
- Individual Sale and Promotion
- Public Relations
- Sponsorship
- Internal marketing
- Franchising
- How to establish a subsidiary
- Joint Venture
- Strategical Cooperation |
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Description
The effects of service sector on the GNP and especially on the share of export incomes of an economy become more and more significant everyday. This development urges service selling companies to do major changes in their marketing strategies. This book helps the readers to improve their knowledge about both the theoretical and the practical side of banking and tourism marketing. |
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Chapters
- Marke
- Markenartikel
- Markenwert
- Markenarten
- Funktionen von Marken
- Rechtlicher Schutz von Marken
- Branding als Management Aufgabe
- Markenstrategien
- Markenallianzen
- Anwendungsbereiche der Markenwertmessung
- Lizenzierung
- Franchising
- Markenpiraterie
- Bilanzierung der Marke
- Markenführung und Controllinganlass
- Markenimage
- Markenbekanntheit
- Messung von Einstellungen
- Messmethodik zur Ermittlung des Markenwertes
- Finanzorientierte Perspektive
- Konsumentorientierte Perspektive
- Einzelne Ansätze zur Markenwertmessung.
- Fallbeispiele |
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Description
Marken und Markenmanagement wurden infolge der zunehmenden Globalisierung der Wirtschaft und des wachsenden Wettbewerbsdrucks der zentrale Bestandteil der Unternehmungspolitik. Vor diesem Hintergrund ist der Ermittlung des Wertes einer Marke eine zunehmende praktische Bedeutung beizumessen.
Es werden verschiedene Kriterien zur Messung eines Markenwertes diskutiert. Ein Markenwert kann aus konsumentenorientierter und auch aus finanzorientierter Perspektive analysiert werden. Wer sich mit der Frage des wirtschaftlichen Werts einer Marke beschäftigt, stößt unwillkürlich auf diese zwei konträre Welten. Eine Begriffsauffassung sollte sowohl die Perspektive des Markeninhabers als auch die des Konsumenten berücksichtigen. Es müsste die Möglichkeit geschaffen werden, dass Markenbewertungsstudien so weit wie möglich von unabhängigen Forschungs-Studien Unterstützung bekommen. Diese Studie widmet sich in erster Linie zu dem Thema „Markenwerte“. Diese Thematik musste aber zum Zwecke der Erläuterung breiter erfasst und um Rand- und Querschnittsthemen ergänzt werden. Infolgedessen behandelt die vorliegende Studie u.a. auch die den Markenwert beeinflussenden Marketing-Maßnahmen, die Anwendungsbereiche der Markenwertmessung und die für eine Unternehmung immer mehr Bedeutung gewinnende Mission des Brandmanagement.
Dieses Buch wendet sich nicht nur an Mitglieder der Unternehmensleitung, sondern auch an Dozenten und Studierenden des Fachs Betriebswirtschaftslehre mit den Schwerpunkten Internationales Marketing oder Betriebsfinanzierung sowie an Praktiker aus den Bereichen Strategisches Management bzw. alle, die sie das Themenfeld Marke und Markenwert eigenständig erschließen möchten. |
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Chapters
- Business of Banking
- Turkish Banking and Finance system
- Bank marketing
- The Impact of government Policy and the Central Banking System
- Risk Management and Measuring the Size of Bank Capital
- The Organization and Structure of Banks and Government Control
- Bank Discretion and Credit Selection Analysis
- Depositor representation in Bank Relations
- Managing Deposit Services
- Money and Payment Procedures
- International Banking and Methods of the international financing
- Letter of Credit and Foreign Trade Banking
- Commercial Paper and Underwriting
- Property management for consumer
- Managing Loans and The Bank Credit Organization
- Bank-Guarantees
- Loan Sales and Securitization; Real Estate Lending
- Corporate-Finance
- Stock Exchange - Right and its Operations
- Hedging and Pricing with Derivatives and Transactions in foreign exchange
- Gold banking and its Operations
- Financial Globalization and the Financial Liberalization at the WTO and EMU (European Monetary Union) |
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Description
This book entitled 'Bank Management' covers the subjects directly related to the banking. Banking is a kind of business, in which jurisprudence, economies and respectively management are embodied. Real life practices and theory are bounded in this book with some case studies. This book takes into account almost all the topics of banking industry; but mainly focuses on management, financial, economics and law aspects. Banks role in an economy, Central Banks and their relations with other banks, liquidity and risk management, Turkish Banking System, Bank Marketing, Auditing, Government Intervention, Credit Management, Credit Decisions, Bank Accounts, Customer representations, Financial Markets, Islamic Banking, Foreign Trade Banking, International trade methods, Letters of guarantee, Letter of Credit, Wealth Management, Credit Guarantee, Corporate Banking, Bank Acquisitions, Venture Capital, Security, Gold and Currency trading procedures, Derivatives , Financial Globalization and Financial Liberalization at the WTO and EMU are the topics mainly covered in this book.
A newer and more comprehensive version of this book is published in 2004 by Beta Publishing House with the name 'BANK LAW AND MANAGEMENT'. |
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