Strategic Brand Management

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

Autores

Kevin Lane Keller

Valoración del libro

3,5

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Parámetros

788 páginas
28 horas de lectura

Más información sobre el libro

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.