Strategic Brand Management : Building, Measuring, and Managing Brand Equity.
By: Keller, Kevin Lane.
Contributor(s): Parameswaran,Ambi M G | Jacob, Isaac.
Material type: BookPublisher: Noida : Pearson, 2018Edition: 4th ed.Description: xxix, 586p.ISBN: 9780134892498.Subject(s): Brand name products -- Management | Product management | Brand name productsOnline resources: Click here to access online Summary: ncorporating the latest industry thinking and developments, this textbook provides an exploration of brands, brand equity, and strategic brand management and combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions, thus improving the long-term profitability of specific brand strategies.ncorporating the latest industry thinking and developments, this textbook provides an exploration of brands, brand equity, and strategic brand management and combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions, thus improving the long-term profitability of specific brand strategies.
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