Strategic Brand Management by Kevin Lane Keller

Strategic Brand Management by Kevin Lane Keller

Appropriate for MBA and upper-level undergraduate courses and executive education seminars on Brand Management, Brand Strategy, and Product Policy. Incorporating the latest thinking and developments from both academia and industry, 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.

SKU	Nicht verfügbar
ISBN 13	9780131201156
ISBN 10	0131201158
Titel	Strategic Brand Management
Autor	Kevin Lane Keller
Buchzustand	Nicht verfügbar
Bindungsart	Hardback
Verlag	Pearson Education (US)
Erscheinungsjahr	1997-12-10
Seitenanzahl	784
Hinweis auf dem Einband	Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.
Hinweis	Nicht verfügbar