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Strategic Brand Management
Building, Measuring, and Managing Brand Equity - Second Edition, International Edition
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- 788 pages
- 28 hours of reading
More about the book
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions-and thus improving the long-term "profitability" of specific brand strategies.
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Strategic Brand Management, Kevin Lane Keller
- Language
- Released
- 2002
- product-detail.submit-box.info.binding
- (Paperback)
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- Subtitle
- Building, Measuring, and Managing Brand Equity - Second Edition, International Edition
- Language
- English
- Authors
- Kevin Lane Keller
- Publisher
- Pearson Education, Limited
- Released
- 2002
- Format
- Paperback
- Pages
- 788
- ISBN10
- 0131105833
- ISBN13
- 9780131105836
- Series
- Tags
- Non-Fiction, Business, Business & Management, Management & HR, Professional Literature, Communication, Marketing and PR, Advertising and Promotion, Shopping, Trademarks
- First published
- 2007
- Original title
- Strategic brand management
- Rating
- 4.25 out of 5
- Description
- Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions-and thus improving the long-term "profitability" of specific brand strategies.