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

 
9781292314969: Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition: Building, Measuring, and Managing Brand Equity, Global Edition (Business and Economics)
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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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

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Vorgestellte Ausgabe

ISBN 10:  0134892496 ISBN 13:  9780134892498
Verlag: Pearson, 2019
Softcover