Strategic Brand Management by Kevin Lane Keller

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Strategic Brand Management by Kevin Lane Keller

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Strategic Brand Management by Kevin Lane Keller

Strategic Brand Management explores why brands are important, what they represent to consumers, and what should be done by firms to manage them properly. The main focus of the book is on brand equity which provides marketers with a valuable perspective and a common denominator to interpret the potential effects and tradeoffs of various strategies and tactics for their brands. In other words, brand equity can be thought of as the marketing effects uniquely attributable to the brand.

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SKU Unavailable
ISBN 13 9780273706328
ISBN 10 0273706322
Title Strategic Brand Management
Author Kevin Lane Keller
Condition Unavailable
Binding Type Paperback
Publisher Pearson Education Limited
Year published 2008-05-08
Number of pages 856
Cover note Book picture is for illustrative purposes only, actual binding, cover or edition may vary.