Squaring customer demands, brand strength, and production requirements : (Record no. 37771)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02063naa a2200277uu 4500 |
| 001 - CONTROL NUMBER | |
| control field | 0121417300437 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20190211174147.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 101214s2010 xx ||||gr |0|| 0 eng d |
| 999 ## - SYSTEM CONTROL NUMBERS (KOHA) | |
| Koha Dewey Subclass [OBSOLETE] | PHL2MARC21 1.1 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | eng |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | HERRMANN, Andreas |
| 9 (RLIN) | 43387 |
| 245 10 - TITLE STATEMENT | |
| Title | Squaring customer demands, brand strength, and production requirements : |
| Remainder of title | a case example of an integrated product and branding strategy |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Oxfordshire : |
| Name of publisher, distributor, etc. | Routledge, |
| Date of publication, distribution, etc. | Sept./Oct. 2010 |
| 520 3# - SUMMARY, ETC. | |
| Summary, etc. | As part of a product management strategy, companies face the challenge of integrating customer needs on the one hand with company and production requirements on the other hand. While approaches exist that attempt to transform the 'voice of the customer' into the 'voice of the engineer', these invariably do not explicitly convey issues of brand management. Yet branding is of pivotal importance to the company as well as to the reception of its products and services by customers. Therefore, we propose an integrated approach to product and branding strategy by identifying important brand drivers, and identify a process of how such knowledge can be transformed into production requirements. Using a combination of brand performance approach and quality function deployment, we use a case study from the automotive industry to exemplify the applicability of this integrated approach. Specific focus is on the decisions needed during implementation with regard to use of analysis methods as part of the decision-making process of an integrated product and branding strategy |
| 590 ## - LOCAL NOTE (RLIN) | |
| Local note | Volume 21 |
| 590 ## - LOCAL NOTE (RLIN) | |
| Local note | Numbers 9-10 |
| 650 #4 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Gestão de Marcas |
| 9 (RLIN) | 15754 |
| 650 #4 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Satisfação do Cliente |
| 9 (RLIN) | 12074 |
| 650 #4 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Administração Estratégica |
| 9 (RLIN) | 12916 |
| 650 #4 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Estudo de Caso |
| 9 (RLIN) | 11993 |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | HENNEBERG, Stephan C. |
| 9 (RLIN) | 40552 |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | LANDWEHR, Jan |
| 9 (RLIN) | 43388 |
| 773 08 - HOST ITEM ENTRY | |
| Title | Total Quality Management & Business Excellence |
| Related parts | 21, 9-10, p. 1017-1032 |
| Place, publisher, and date of publication | Oxfordshire : Routledge, Sept./Oct. 2010 |
| International Standard Serial Number | ISSN 14783363 |
| Record control number | |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Periódico |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) | |
| -- | 20101214 |
| Operator's initials, OID (RLIN) | 1730^b |
| Cataloger's initials, CIN (RLIN) | Daiane |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) | |
| -- | 20140327 |
| Operator's initials, OID (RLIN) | 1026^b |
| Cataloger's initials, CIN (RLIN) | Daiane |
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