Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition: Building, Measuring, and Managing Brand Equity, Global Edition (Business and Economics) - Softcover

Keller, Kevin; Keller, Kevin Lane; Swaminathan, Vanitha

Softcover

ISBN 10: 1292314966 ISBN 13: 9781292314969

Verlag: Pearson, 2019

Inhaltsangabe

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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Details zur Ausgabe

• Verlag: Pearson
• Erscheinungsdatum: 2019
• Sprache: Englisch
• ISBN 10: 1292314966
• ISBN 13: 9781292314969
• Einband: Taschenbuch
• Auflage: 5
• Anzahl der Seiten: 624
• Kontakt zum Hersteller: Pearson Benelux BV; productsafety@pearson.com; ; Kabelweg 37; Amsterdam; 1014 BA; Niederlande