Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition (e-book)

Building, Measuring, and Managing Brand Equity

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ISBN: 9781292314990
Uitgever: Pearson
Verschijningsvorm: E-book via Bookshelf
Auteur: Kevin Keller Vanitha Swaminathan
Druk: 5
Pagina's: 624
Taal: Engels
Verschijningsjaar: 2020
NUR: Economie en bedrijf algemeen

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. 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.