Strategic Brand Management: Building, Measuring, and Managing Brand Equity - Rilegato

Keller, Kevin Lane

Rilegato

ISBN 10: 0131201158 ISBN 13: 9780131201156

Casa editrice: Pearson, 1997

Riassunto

Appropriate for MBA and upper-level undergraduate courses and executive education seminars on Brand Management, Brand Strategy, and Product Policy. Incorporating the latest thinking and developments from both academia and industry, 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. Finely-focused on "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so.

Su questo libro

Product Description:

Book by Keller Kevin Lane

Su questa edizione

• Editore: Pearson
• Data di pubblicazione: 1997
• ISBN 10: 0131201158
• ISBN 13: 9780131201156
• Rilegatura: Copertina rigida
• Numero di pagine: 784