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KL Keller; V Swaminathan
ISBN: 9781292314969
Estimated Dispatch Date: 04 Nov 2020
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now R 1 250.00
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Description

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.

Product Information

ISBN13 (SKU) 9781292314969
Title Strategic Brand Management: Building, Measuring, and Managing Brand Equity
Author KL Keller; V Swaminathan
Edition 5th
Publisher Pearson UK
Publication Date 2019
Country of Publication United Kingdom
Format Type Physical
Number of Pages 624
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