Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition
Keller, Kevin Lane,Swaminathan, Vanitha
ISBN 10: 1292314966 ISBN 13: 9781292314969
Editore: Pearson, 2019
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Codice articolo E-9781292314969-2-2
Riassunto:
For courses in brand management.
Create profitable brand strategies by building, measuring, and managing brand equity
Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures 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. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today's consumers.
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Titolo: Strategic Brand Management: Building, ...
Casa editrice: Pearson
Data di pubblicazione: 2019
Legatura: Brossura
Condizione: Very good
Edizione: quinta edizione o successive