關於品牌營銷的英文文獻

❷ 求一篇品牌營銷相關的英文文獻，3000詞左右

網路文庫里就有，例如http://wenku..com/link?url=kuzc2gFNJxw5eYpoEp-yTQ1LbDoC0rA-tPpBK
這個東西，直接網路就會有內一大堆容範文

❸ 在線跪求品牌營銷英文文獻 3000字左右

要求和分數不成正比，這么合適的東西不好找，自己去下載點歐美品牌營銷的書籍吧，那種縱向百年的品牌營銷書還是有不少的，然後自己湊湊拼拼3000字的資料文獻還是可以搞定的。電驢好像有，似乎看見過

❹ 誰能給我一篇關於營銷策略研究方面的英文文獻

外文文獻可以用你們圖書館的外文資料庫檢索, 如www.sciencedirect.com, www.springerlink.com
自己去找吧 學校裡面可以下載到回的！英文關鍵詞答可以利用www.iciba.com網站翻譯～

❺ 急求關於品牌文化的英文文獻!

Brand culture

Brand culture is a company culture in which employees "live" to brand values, to solve problems and make decisions internally, and deliver a branded customer experience externally. It is the desired outcome of an internal branding, internal brand alignment or employee engagement effort that elevates beyond communications and training.

Branding is usually associated with expensive advertising campaigns that draw a rosy picture of a given company. A picture that customers cannot always recognize when dealing with the company in real life.

At Brandculture we introce a more sustainable way of branding. We believe that for a brand to be credible and profitable in the long run, there must be consistency and authenticity in every contact interface – from advertising to store decoration, employee behavior as well as proct quality. That』s why we help companies identify and remove the gap between what they communicate and what their customers really experience.

The key to succesful branding lies in building a company culture where every employee feels and acts like a passionate brand ambassadors. We have created processes that help companies involve their employees in the brand building process.

The process of globalization is demolishing the physical boundaries of the markets and fuelling competition. Now brands, result-oriented strategies and efficient customer relationship management play important role in achieving an edge over competitors.

The charisma of brands cannot be undermined. Some of the brands have become, more or less, generic names. These include Fridge, Xerox, Insta, Dalda, Surf and Lifebouy. People use these brand names whenever they wish to refer to the actual proct even if it carries a different name. The word Fridge has become a synonymous for refrigerator, Xerox for photo, Insta for cellular phone, Dalda for vanaspati ghee, Surf for washing powder and Lifebouy for carbolic soap.

The brand names assure the users of certain quality standards and consistency of quality. At the same time brand loyalty generates repeated sales for the brand owners. The confidence level is often to the extent that consumers even do not know the name of manufacturer or the country where these procts have been manufactured.

Pakistan cannot remain immune to the process of globalization. While it has to open the domestic market for the overseas suppliers, Pakistani manufacturers not only have to face the competition in the local market but also compete in the international markets. The biggest challenge is for textiles and clothing sector which has been surviving e to quota regime. Some of the Pakistani brands from the sector, i.e. Bonanza and ChenOne have become known in global markets and many more names are passing through the process of recognition. Therefore, by following the foot prints of the leaders, other can also let the world known about their procts.

Exploring the influence of branding in various instries is very interesting story. While most of the marketeers accept the importance of brands in case of consumables and rables, even agricultural inputs are being sold with brand names. The two examples are Engro and Kissan urea. As a majority equity participant in FFC-Jordan, Fauji Fertilizer preferred to use Kissan name e to its widespread brand loyalty.

In the consumer market the strength of brand names like Surf, Dalda, Robin Blue are the stalwarts. In urban areas and in case of brand-loyal customers the insistence of a consumer to buy a proct is understandable. However, in rural areas where people cannot read names, they identify the procts by logos. Some of these brands are often considered as generic names. This kind of brand loyalty or association has been developed e to extensive and intensive promotion by the companies. The impact of brand influence can also be gauged by lubricants buying habit of drivers. Now they insist of a brand rather than compromising on unbranded lubricant.

As regards consumer rables, some of the brand names have been imprinted in the memories of users. These are Philips, IBM, Intel, Sony and Waves. Consumers consider these names as instry bench mark. Interestingly, Intel was initially a microprocessor manufacturing company but the name Intel was, and still, considered to be the bench mark for evaluating the performance of a computer. The other interesting example is Sony. They are the pioneer of flat screen technology. Wega is their flat screen model but when people go to purchase a television, they insist on Sony although they mean a flat screen model proced by the Sony company.

TeeJays was a pioneer of branding in ready made garments. While it has not been able to get wide recognition at local and domestic level, some other manufacturers have attained such recognition. Two such names are Bonanza and ChenOne. While Bonanza became known e to its massive marketing and promotion, ChenOne has become a pick of those who love to buy world known brands. The manufacturers of ChenOne based their marketing strategy on four Ps, proct, price, promotion and placement.

They realized the importance of proct and proced items which were, in way, inferior to the some of the world leading brands. They also priced the procts accordingly and used massive advertising to let the buyers know about the procts. However, they were very choosy about placement. They decided to sell the proct from their own outlets which are located in the areas where the residents have the corresponding purchasing power. Lately the ChenOne procts have been made available in the Middle East market. To conclude, it is enough to say that unless local manufacturers establish the credibility of their procts by branding them they may not be able to compete in the local market and maintain their share in the global markets.

還有一篇英文文獻關於企業文化的，因為有圖表就不粘貼過來了，你自己去看一下。
http://www.idbrands.com/brand_culture.htm

❻ 品牌經營方面的外文文獻及中文翻譯

procts, people more aware of others; for the brand, may have half-baked knowledge and with a brand, people familiar with but little has been graal.
O The Stephen said: "The procts are proced by factories things, brand is what consumers buy." Rand Corporation founder Walter o Mr. Rand said: "The factory manufactured procts, create brand soul." Procts is more than physical, and the brand is more psychological in nature.
First, Brand and Brand Strategy
1, the meaning and role of brands
Brand procers, operators in order to identify its procts in order to differentiate themselves from the competition, identify consumer awareness of the significant use of the marker. Can be a brand name, a term, a mark, a symbol or design, it can also be a combination of some of these factors. In other words branding is used to distinguish between different enterprises in different procts text, graphics or text, graphics and the organic composition.
Now, the brand is no longer just a marker of. P accordance with the marketing authority, Dole said, the brand is "a name, logo, graphic or a combination of them to distinguish between different enterprise procts." P Bierdeweike on brand explanation is: "brand from the creation of a guarantee of badge of intangible assets. "Bierdeweike the famous advertising agency BMP's executive director. In the past 20 years, the company more innovative use of technology to improve the understanding of consumers and the relationship between the brand.
It should be noted that Bierdeweike said the "brand" is no longer the same as "markers", but has become a broader meaning, more abstract concept. It is from one? Quot; badge "or markings created by the" intangible "
In other words, trademarks, brand not all, but merely a sign of the brand or mark.
This distinction is very important, not as a brand name, logo or graphics to consider, but as a group of "intangible assets" to consider, is a better way of thinking more intensity.
From this perspective to understand brands, is the 20th century history of the development of marketing 1990s made by one of the most important progress. It is used to explain the successful brand and brand unsuccessful distinction between a key.
Brand role in the following areas:
Procts to participate in market competition
The first is a brand identification procts function, advertising and promotional activities provided the basis for the purchase of consumer goods play a guiding role. Secondly, there is legal protection of the exclusive right to use a trademark, it will effectively curb illegal competitors of the enterprise market erosion. Third, the good reputation of trademarks, access to new procts, often the fourth, brand name merchandise to customers is more attractive, helping improve market share.
Concive to the improvement of proct quality and corporate image
Brand is the content and quality of goods market value of the coefficient of assessment and identification emblem is the enterprises to participate in the competition intangible capital. In a bid to win in the competition, it is necessary to carefully safeguard brand reputation. On the quality of procts not taken lightly, fear on their own brands. The process of creating a name brand must be continuously improve proct quality and establish a good corporate image process.
It is concive to protecting the interests of consumers
Brand is the sales process, proct quality and the source of that help consumers to buy their preferred brands, in order to get the greatest satisfaction. When the proct quality problems, help compensate for damages suffered by consumers.
Facts have proven that a prestigious brand, enterprises will be a great asset. In the world, which has ranked as the top brand value Marllboro, its market value as high as 21 billion US dollars, second place CocaCola to 24 billion US dollars. China's famous brands "Hongtashan" to win 10 billion yuan. Of course, the outcome of long-term business enterprises, but also because of their texture and excellent marketing portfolio properly. Experience has shown that the correct decision-making brand, brand design scientific, effective protection of the brand business success there is a positive role.
2, and the significance of corporate brand strategy
Brand strategy, by definition, is the brand enterprises to create, use and maintenance at the core, in its own analysis of the external environment and conditions on the basis of the development of the company's overall plan of action. Brand as a form of economic subject to certain socio-economic conditions. Therefore, the brand strategy in the enterprise management of the status of the rapid rise in its profound social and business background, the course of the development of brand strategy also reflects the history of the evolution of the market economy. Initial commodity economy, a relatively low level of proctivity, a seller's prominent features, of the consumer's behavior simple, there is no need to emphasize procts and services external characteristics, thus, proction and operation of an enterprise-management, proct and brand less. Buyer's market triggered the development of the consumer revolution, enterprises and procts in the convergence calls for the development of proct features enable consumers outside the Movable heterogeneous characteristics, the cultural brand logo to highlight function, the brand strategy is beginning Stronger. The development of the market repeatedly and imbalances, early brand marketing is only the basic tools, or even just a marketing strategy level. Even enterprises to enter the business strategy, corporate management is still closely around the four elements of marketing - proct, price, place, promotion, brand strategy and corporate organizational strategy, human resources strategy, an investment strategy, proct strategy, technology strategy, transnational business strategy such as tie-concept, and many enterprises become a strategic choice. Promote the development of modern proctive forces of the market information process, the initiative from the enterprise market further transferred to the hands of consumers, enterprises become the second main market, the efficiency of the market in the allocation of resources and over-dependent increase of the information depends on the degree of their own, the operation and management of enterprises traditional way to face stern challenges.
Brand is not a separate existence in the market of things, it is in many things outside of the market built on the basis of a belief, that belief once formed, and there will be potential consumer groups have a similar concept of superstition .
Brand — — our brand is the real meaning of the brand, which the so-called "bad brand" can not be called a fact, the connotation of brand — — reflected in the two most important aspects of the combination of:
Visibility + reputation
Any proct or service, if only the lack of visibility and reputation so, doomed to survive in a short time after the loss of the capacity. Unfortunately, our enterprises for short-term benefits of development, the effect of the pursuit of rapid expansion, often focus on advertising with a huge reputation and are unwilling to spend money on training and reputation. The consequences of doing so is very dangerous, and once the mature enterprises and brands into the market, the only known enterprise competitiveness in the market is vulnerable.
3, corporate brand strategy and the operation of enterprises
China's large cities have a strong consumer brand consumer awareness, and small and medium cities and the rural market has graally increased brand awareness. Young people in pursuit of well-known consumer brands to achieve self-worth, and has become a fashion, but their young in the consumption of foreign brands such as Nestle, McDonald's even grow up in the pursuit of development into a fashionable for foreign brands, which can not but have know people are worried about the domestic national brands.
In the Chinese market, foreign brands through joint ventures, wholly-owned or mergers and acquisitions, and other means, to create a successful brand localization. By contrast, China, aside from opening up earlier, fully competitive instries, such as home appliances, cosmetics, food and beverage instries better brand development, the protection of national policies and restrictions instries, brand marketing is still a blank, the real strength almost no brand. Qin has bolstered the pool, love, domestic giants such as national brands are also short-lived.
Along with the constant development of China's market, segmentation of the market for different consumer customer base, target marketing, brand marketing and corporate marketing is a natural choice. Enterprises can successfully carry out a brand marketing, to establish their own strong brand, and the company's business is closely related to long-term strategy, because, brand strategy depends on the business strategy. Most domestic brands do not last long, and domestic enterprises closely related to the lack of long-term business strategy.
Second, corporate brand strategy in China's enterprises in the status of current operations and commercial enterprises in the implementation of brand strategy on what is the situation? Generally speaking, the implementation of brand strategy, to develop their own brands or just aware. First, this awareness comes from the Government's guidance, and the second is derived from the practice of market competition. In particular the practice of the market, many commercial enterprises in the increasingly fierce market competition, the competition moves to all left-right and difficult process to be effective, and that some colleagues open a new path, develop their own brand goods has repeatedly won . In Shanghai, there are three gun licensing underwear, opened a licensing costumes, ancient and modern, licensing bras, silk king, love built clothing, and so on, these commercial counterparts, as developing its own brand of goods e to enterprises in the same fierce competition , a way out of tight encirclement, an instant, become a Jingyi development of large enterprises. Chunlan licensing more nearby air conditioning, have embarked on a journey in the world (although Chunlan manufacturers of brand development, but commercial Chuleibangtong). So many commercial enterprises realize that, for commercial development until today, can not walk the road of traditional, modern business should follow the road to implement and promote brand strategy, develop its own brand goods
However, many commercial enterprises aware of the brand strategy is one thing, in practice, there was one thing. At present, commercial enterprises in practice, there is a brand strategy that should not be overlooked some problems. The main ones are:
First, the implementation of brand strategy vague concept. Heard a number of commercial enterprises should implement and promote brand strategy, immediately cast their eyes on the development of the famous procers of goods. Think that these manufacturers and more contact, more luxury goods business, engage in some Monopoly and special distribution of the categories, is to implement and promote the brand strategy. In fact, this is a big misunderstanding. We do not rule out the adoption of Trade and Instry and jointly promote the implementation of brand strategy, but commercial implementation of the direct meaning of the brand strategy is a commercial development of its own brand procts, is to use commercial city close to the taste of their own market-led development of the great advantages of brand merchandise. This is a huge and heavy project, a lot of efforts is not simple and can be used to promote their success. Second, the lack of the sense of urgency in the implementation of brand strategy. Commercial implementation of brand strategy that is important, but now businesses lot of things to do. Furthermore, the implementation of brand strategy since it is a systematic project, not overnight, and this matter should be carried out slowly. At present, the most important thing is to grasp boost sales, other things must be put for a while. In fact, to boost sales grasp of course important, but how to lead it forward instead of grasping has taken a variety of expanded sales, marketing measures are ineffective?. Its repeated defeated each, it would be better to study Henxiaxin brand strategy, from here to find the breakthrough point, so the right direction. Commercial enterprises have the sense of urgency in the implementation of brand strategy. Third, I do not know where to start. Or the implementation of brand strategy of relying on the theory of a lack of or limited to enterprises brand strategy, the development of its own brand procts of the material conditions is not sufficient, some commercial enterprises in the current implementation of brand strategy at a loss Moze. One of the moves was confused to see how others do, especially peer-to pursue their own brand, and then to follow suit. In fact, this is the most detestable. Because of the implementation of brand strategy, is a new knowledge, is the so-called knowledge economy, and there are not too many things can be off-the-shelf . Furthermore, the pursuit of innovation itself is a new word, it is necessary to各顯神通is, how good the others behind with the suit.抱定everything to a purpose, it is from their own actual conditions. Only by proceeding from reality and to develop their own brand procts with personality, which is vital. Fourth, the lack of appropriate mechanisms. At present, many commercial enterprises are establishing a modern enterprise system. One of the key issues is to implement the asset ownership and the right to operate the separation. Only the implementation of such separation, business operators have an independent character. This implementation of the brand strategy is necessary. But now many commercial enterprises still do not have ownership of the assets and operating rights of separation, or even with the implementation of separation, but not strictly defined, is not clear, so that operators still lack complete independent personality. This advance in the implementation of brand strategy and, inevitably proce short-term behavior. The brand strategy is a short-term taboo acts. Because of the brand strategy is a process. This process must have continuity, short-term behavior, the brand strategy is not well cultivated. Therefore, commercial enterprises and promote the implementation of brand strategy we must solve problems in the operational mechanism. Third, the operation of enterprises in brand strategies of flexibility in the use of
So, how should the current commercial enterprises and promote the implementation of brand strategy led by the then I think that we should do the following main aspects:
1, we should establish a strong sense of brand strategy
The operators of commercial enterprises, is the first large-scale commercial enterprises (Group) operators, we have to learn modern business knowledge, and understanding of domestic and international business development of the situation, assess the situation and promptly seize opportunities, and promote the implementation of the enterprise's brand strategy . Profound understanding of the implementation of brand strategy, at this stage, and compete for market share, seek survival and development of enterprises is one of the means. More business for the country, as to make e contributions to the nation a big way. Aspiring business operators, entrepreneurs, and should such a concept and create a strong sense of brand development strategy, with a high sense of political responsibility and a sense of urgency to implement and promote the enterprise's brand strategy. 2, selecting the right market position, set a strategic brand
Commercial enterprises operating normally types of goods, at least hundreds, then thousands more. Implementation of the brand strategy is not necessary, it is impossible to develop such a multi-brand merchandise. But after a market survey, from the actual conditions of the enterprises, the development of one or two brands (usually a brand it a foot). At present, the world's 500 major brands, however strong, and large enterprise groups only 500. The key is to modern science and technology and society of mass proction, consumer goods are more and more homogenization of the circumstances, the development of the same commodity, it is necessary to reflect heterogeneity. Only this is the heterogeneity of the success of brand development, the key element. This heterogeneity of the market, according to the development of consumer demand. It is all well-known brands to the development of this proct in the same category before the heterogeneity of success. This heterogeneity is taking following the market.

❼ 急求營銷英文參考文獻

wikipedia "marketing" 有非常多的連結
中英文都有

Marketing is an integrated communications-based process through which indivials and communities discover that existing and newly-identified needs and wants may be satisfied by the procts and services of others.

Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The term developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to buy or sell goods or services.

Marketing practice tends to be seen as a creative instry, which includes advertising, distribution and selling. It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market research. Seen from a systems point of view, sales process engineering views marketing as a set of processes that are interconnected and interdependent with other functions, whose methods can be improved using a variety of relatively new approaches.

Marketing is influenced by many of the social sciences, particularly psychology, sociology, and economics. Anthropology and neuroscience are also small but growing influences. Market research underpins these activities through advertising, it is also related to many of the creative arts. The marketing literature is also infamous for re-inventing itself and its vocabulary according to the times and the culture.

Four Ps
Main article: Marketing mix

In the early 1960s, Professor Neil Borden at Harvard Business School identified a number of company performance actions that can influence the consumer decision to purchase goods or services. Borden suggested that all those actions of the company represented a 「Marketing Mix」. Professor E. Jerome McCarthy, also at the Harvard Business School in the early 1960s, suggested that the Marketing Mix contained 4 elements: proct, price, place and promotion.

* Proct: The proct aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-user's needs and wants. The scope of a proct generally includes supporting elements such as warranties, guarantees, and support.
* Pricing: This refers to the process of setting a price for a proct, including discounts. The price need not be monetary; it can simply be what is exchanged for the proct or services, e.g. time, energy, or attention. Methods of setting prices optimally are in the domain of pricing science.
* Placement (or distribution): refers to how the proct gets to the customer; for example, point-of-sale placement or retailing. This third P has also sometimes been called Place, referring to the channel by which a proct or service is sold (e.g. online vs. retail), which geographic region or instry, to which segment (young alts, families, business people), etc. also referring to how the environment in which the proct is sold in can affect sales.
* Promotion: This includes advertising, sales promotion, publicity, and personal selling. Branding refers to the various methods of promoting the proct, brand, or company.

❽ 要一篇關於品牌的英文文獻和它的翻譯,多謝了,,,,

Brand management is a philosophy and a total approach to managing companies, and as such includes much about changing minds. Articles about brand here are:

Brand management is: not as easy as it looks.
Brand is: a perception, and more.
The Tao of Branding: metaphysics and brands
The Pathway to Reputation: is long and twisting.
Types of brand: From Proct to Geography.

品牌管理是一門哲學，用這種方式來管理公司的，正因為如此，包括很多關於改變想法。文章品牌在這里分別是：

品牌管理的是：因為它看起來並不那麼簡單。
品牌是：一種觀感，以及更多。
品牌的道：形而上學和品牌
名聲及信譽：仍是漫長而扭曲。
各類品牌：從產品，到地理。

❾ 關於品牌營銷理論的英文原文文獻，還有對應的中文翻譯

讀英文不是對照中文，同樣的東西用2種文字學習，等於是脫褲子放屁費二遍事，對不對？那就直接引用英文好了，不用翻譯。