Strategic Brand Management

Building, Measuring, and Managing Brand Equity - Second Edition, International Edition

Autori

• Kevin Lane Keller

Parametri

• 788 pagine
• 28 ore di lettura

• Business & Management
• Commercio
• Gestione & HR
• Letteratura specialistica
• Saggistica

Maggiori informazioni sul libro

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.

Lingua: Inglese

Pubblicato: 2002

(In brossura)