Kevin Lane Keller è un leader internazionale nello studio dei marchi, del branding e della gestione strategica dei marchi. La sua ricerca si concentra sul miglioramento delle strategie di marketing attraverso la comprensione del comportamento dei consumatori. Ha lavorato come consulente e advisor per i marketer di alcuni dei marchi di maggior successo al mondo. Insegna il corso opzionale di Gestione Strategica dei Marchi.
Konzepte - Instrumente - Unternehmensfallstudien
"Marketing-Management" von Philip Kotler ist ein weltweit anerkanntes Standardwerk im Marketing, oft als "Bibel des Marketing" bezeichnet. Die 16. Auflage stellt einen bedeutenden Meilenstein in der erfolgreichen Geschichte des Buches dar.
This text takes the basics from Kotler's successful book, "Marketing Management", synthesizing it into a concise version. Subjects discussed include: how to analyze the market; developing strategies; and delivering and managing successful marketing programmes.
Esemplare in buone condizioni. Copertina con piccoli segni di usura e con tracce di polvere. Polvere ai tagli.
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions -- and thus improving the long-term profitability of specific brand strategies. Finely focused on "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. Case studies will familiarize readers with the real-life stories of Levi's Dockers, Intel Corporation, Nivea, Nike, and Starbucks.