Strategic Brand Management

Building, Measuring, and Managing Brand Equity - Second Edition, International Edition

Autor*innen

• Kevin Lane Keller

Parameter

• 788 Seiten
• 28 Lesestunden

• Fachliteratur
• Handel
• Management & Personalverwaltung
• Sachbücher
• Wirtschaft & Management

Mehr zum Buch

Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions-and thus improving the long-term "profitability" of specific brand strategies.

• Sprache: Englisch
• Erscheinungsdatum: 2002
• Einband: Paperback