Strategic Brand Management : A European Perspective / Kevin Lane Keller

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Strategic Brand Management : A European Perspective / Kevin Lane Keller

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KELLER, Kevin Lane. Author | Georgson, Mats | Apéria, Tony

Published by Pearson Education - 2012 , 2nd ed

Library: Paris Montparnasse

Source : Syracuse

Item type: Book
Language: English

Publication year: 2012
Edition no.: 2nd ed

ISBN: 978-0-273-73787-2

"Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions."

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