Strategic Brand Management: A European Perspective

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9780273737872: Strategic Brand Management: A European Perspective

Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.

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L'autore:

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, Marketing Management.

 Dr Tony Apéria is Visiting Professor at Jönköping International Business School in Sweden. Dr Apéria has a background in industry and he has more than 20 years' experience from the marketing and branding field.

Mats Georgson leads the brand consultancy firm Georgson & Co based in Stockholm, Sweden. He has worked with a multitude of major international brands, including the role of the global brand director of Sony Ericsson. He is also an Assistant Professor at Stockholm University.

Dalla quarta di copertina:

Keller, Strategic Brand Management 2e

 'Over the last 25 years ,   hundreds, perhaps even thousands, of books have appeared on the subject of brands and branding but Strategic Brand Managementby Keller, given a global reach by Aperia and Georgson in this excellent European version, is surely the gold standard.  This work is, quite simply, the best in its field.'

John Murphy, founder of Interbrand (www.interbrand.com)

 

Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.

New to this edition

  • New ‘Brand Briefing’ case studies on IKEA Russia, Skandiabanken Norway and Plymouth Gin
  • New online resources including more multiple choice questions to help you  assess your progress
  • More coverage of channel management and B2B research on brands

Whether you are a student seeking to learn the theory of branding, or a manager tasked with creating or sustaining a brand, the concepts and examples found here will help you understand the many important issues involved in planning and evaluating brand strategies, ultimately enabling you to make better branding decisions.

About the authors

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, Marketing Management.

Tony Apéria is based in Stockholm where he leads Nordic Brand Academy a branding agency operating in the branding and corporate reputation area in the Nordic region. The company is partly owned by Stockholm University. Dr Apéria has a background in industry and he has more than 20 years' experience from the branding and reputation field. Since 2003 he is the Swedish representative of Reputation Institute, a global reputation network. He is also a brand researcher at CERS Centre of Relationship Marketing and Service Management at Hanken School of Economics in Helsinki.

Mats Georgson leads the brand consultancy firm Georgson & Co based in Stockholm, Sweden. He has worked with a multitude of major international brands, including the role of the global brand director of Sony Ericsson. He is also an Assistant Professor at Stockholm University.

 

 

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Kevin Lane Keller, Tony Aperia, Mats Georgson
Editore: Pearson Education Limited 2011-11-29, Harlow (2011)
ISBN 10: 0273737872 ISBN 13: 9780273737872
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Descrizione libro Pearson Education Limited 2011-11-29, Harlow, 2011. paperback. Condizione libro: New. Codice libro della libreria 9780273737872

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Descrizione libro Pearson Education Limited, United Kingdom, 2012. Paperback. Condizione libro: New. 2nd Revised edition. 246 x 190 mm. Language: English . Brand New Book. Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions. Codice libro della libreria AAK9780273737872

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Kevin Lane Keller, Tony Aperia, Mats Georgson
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ISBN 10: 0273737872 ISBN 13: 9780273737872
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Descrizione libro Pearson Education Limited, United Kingdom, 2012. Paperback. Condizione libro: New. 2nd Revised edition. 246 x 190 mm. Language: English . Brand New Book. Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions. Codice libro della libreria AAK9780273737872

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Descrizione libro Pearson Education, 2011. PAP. Condizione libro: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Codice libro della libreria BB-9780273737872

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Descrizione libro Financial Times Prent. Jan 2017, 2017. Taschenbuch. Condizione libro: Neu. 246x187x55 mm. Neuware - Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions. 968 pp. Englisch. Codice libro della libreria 9780273737872

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Kevin Lane Keller
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ISBN 10: 0273737872 ISBN 13: 9780273737872
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Descrizione libro Financial Times Prent. Jan 2017, 2017. Taschenbuch. Condizione libro: Neu. 246x187x55 mm. Neuware - Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions. 968 pp. Englisch. Codice libro della libreria 9780273737872

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