Textbook Notes (367,931)
Canada (161,511)
Marketing (884)
MKT 510 (65)
Chapter 5

Chapter 5
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Department
Marketing
Course
MKT 510
Professor
Marla Spergel
Semester
Fall

Description
Thursday September 20 , 2012 Chapter 5: Designing Marketing Programs to Build Brand Equity Product Strategy: -perceived by quality and value • value chain • brand intangible • quality management • return on quality -relationship marketing • mass customization • after marketing • loyalty programs Pricing Strategy: -most important brand equity benefit of building a strong
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