Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Glob
5th edition
Autor: Kevin Lane Keller, Vanitha Swaminathan, Kevin Keller
Format: kartoniert
Seitenanzahl: 624
Verlag: Pearson
Erscheinungsdatum: 20190815
Sprache: englisch
Genre: Importe
Höhe in mm: 24
Länge in mm: 270
Breite in mm: 214
Gewicht in g: 1309
Beschreibung
This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.
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.