Strategic Brand Mgmt&Rev Case Bk Strtgc - Hardcover

Keller, Kevin Lane

Hardcover

ISBN 10: 0131216112 ISBN 13: 9780131216112

Verlag: Prentice Hall, 2004

Inhaltsangabe

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

Über diesen Titel

Reseña del editor

Incorporating developments from both academia and industry, this exploration of brands, brand equity and strategic brand management combines a theoretical foundation with numerous techniques and practical insights. Suitable for both graduates and upper-level undergraduates.

Details zur Ausgabe

• Verlag: Prentice Hall
• Erscheinungsdatum: 2004
• Sprache: Englisch
• ISBN 10: 0131216112
• ISBN 13: 9780131216112
• Einband: Tapa dura
• Auflage: 2
• Anzahl der Seiten: 2
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar