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STRATEGIC BRAND MANAGEMENT: BUILDING, MEASURING, AND MANAGING BRAND EQUITY: GLOBAL EDITION

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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Detail Information
Series Title
-
Statement of Responsibility
Call Number
658.827 KEL s 5th
Publisher
New York : Pearson.,
Collation
621 p. : ill. ; 28 cm.
Language
English
ISBN/ISSN
978-1-292-31496-9
Classification
658.827
Content Type
-
Edition
5th. ed.
Subject(s)
Buku Wajib
Business Marketing
Strategic Business Planning
Systems & Planning
Specific Detail Info
-
Other version/related

No other version available

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