Strategic Brand Management (E-Book)
Strategic Brand Management (E-Book)
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Strategic Brand Management (E-Book)
K. L. Keller, V. Swaminathan
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Strategic Brand Management (E-Book)
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Description
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.
Product Information
ISBN13 (SKU)
9781292314990
Title
Strategic Brand Management
Author
K. L. Keller, V. Swaminathan
Edition
5th
Publisher
Pearson UK
Publication Date
2019
Country of Publication
United Kingdom
Format Type
E-Book - Vitalsource
