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

Keller, Kevin Lane

Rilegato

ISBN 10: 0132664259 ISBN 13: 9780132664257

Casa editrice: Pearson College Div, 2012

Riassunto

Create profitable brand strategies by building, measuring, and managing brand equity

Kevin Lane Keller is recognized as one of the international leaders in the study of strategic brand management and integrated marketing communications. In  Strategic Brand Management: Building, Measuring, and Managing Brand Equity , 4th Edition Keller looks at branding from the perspective of the consumer, and provides a framework that helps students and managers identify, define, and measure brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. 

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Su questa edizione

• Editore: Pearson College Div
• Data di pubblicazione: 2012
• ISBN 10: 0132664259
• ISBN 13: 9780132664257
• Rilegatura: Copertina rigida
• Numero edizione: 4
• Numero di pagine: 562