Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition
ISBN-13:
9781292314969
Veröffentl:
2019
Erscheinungsdatum:
15.08.2019
Seiten:
624
Autor:
Kevin Lane Keller
Gewicht:
1309 g
Format:
270x214x24 mm
Sprache:
Englisch
Beschreibung:
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.
PART I: STRATEGIC BRAND MANAGEMENT: AN INTRODUCTION
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