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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition
€89.57€114.02-21%
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Description
For courses in brand management. Create profitable brand strategies by building, measuring, and managing brand equity Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today's consumers. Free instructor resources PowerPoint slides for Strategic Brand Management To access instructor resources you need to visit our global site here.
Specifications
General
Tuotekoodi
14589918
Kategoria
Talouskirjat
Pakkausten määrä
1 kpl
Pakkauksen koko ja paino (1)
0,35 x 0,25 x 0,1 m, 0,5 kg
Kustantamo
Pearson Education Limited
Kirjan kieli
Englanti
Kannen tyyppi
Pehmeä
Muoto
Perinteinen kirja
Tyyppi
Taloustiede
Kirja
Ei
Tekijä
Kevin Keller, Vanitha Swaminathan
Sivujen määrä
624
Julkaisuvuosi
2019
GTIN
9781292314969
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