Strategic Brand Management
Strategic Brand Management
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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.| 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. |
| Note | Unavailable |