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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition
Engelsk
Bogcover for Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition af Vanitha Swaminathan, Kevin Keller, 9781292314969
Specifikationer
Sprog:
Engelsk
Sider:
624
ISBN-13:
9781292314969
Indbinding:
Paperback
Udgave:
5
ISBN-10:
1292314966
Udg. Dato:
22 aug 2019
Størrelse i cm:
27,5 x 22,0 x 2,0
Oplagsdato:
22 aug 2019

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition

Engelsk
Paperback 2019
Format:

Bog beskrivelse

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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Specifikationer
Sprog:
Engelsk
Sider:
624
ISBN-13:
9781292314969
Indbinding:
Paperback
Udgave:
5
ISBN-10:
1292314966
Udg. Dato:
22 aug 2019
Størrelse i cm:
27,5 x 22,0 x 2,0
Oplagsdato:
22 aug 2019
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