Strategic Brand Management A European Perspective 2nd Edition by Kevin Lane Keller

$15.99

Strategic Brand Management A European Perspective 2nd Edition by Kevin Lane KellerBy: Kevin Lane Keller; Tony Aperia; Mats Georgson Publisher: Pearson (Intl) Print ISBN: 9780273737872, 0273737872 other ISBN: 9780273737889, 0273737880 Edition: 2nd Copyright year: 2012Strategic 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. Additional ISBNs 9780130411501, 9780273737872, 0130411507, 0273737872, 9780273737889.0, 9781447916178, 1447916174

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