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

Keller, Kevin Lane

Rilegato

ISBN 10: 0131216112 ISBN 13: 9780131216112

Casa editrice: Pearson College Div, 2004

Riassunto

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.

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. Case studies will familiarize readers with the real-life stories of Levi's Dockers, Intel Corporation, Nivea, Nike, and Starbucks.

For industry professionals from brand managers to chief marketing officers

Dettagli dell?edizione

• Editore: Pearson College Div
• Data di pubblicazione: 2004
• ISBN 10: 0131216112
• ISBN 13: 9780131216112
• Rilegatura: Copertina rigida
• Lingua: Inglese
• Numero edizione: 2
• Numero di pagine: 2