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KL Keller; T Aperia; M Georgson
ISBN: 9780273737872
Estimated Dispatch Date: 29 Sep 2020
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Description

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.

Product Information

ISBN13 (SKU) 9780273737872
Title Strategic Brand Management: A European perspective
Author KL Keller; T Aperia; M Georgson
Edition 2nd
Publisher Pearson SA
Publication Date 2011
Country of Publication United Kingdom
Format Type Physical
Number of Pages 856
Institutions Vega
Course Codes BCSP8421,BCSP8421p,BRBB8421,BRBB8421p,BRBB8421w,PRBB8412,PRBB8412p,PRBB8412w,PSBM8412,PSBM8412p
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