Strategic brand management: building, measuring, and managing brand equity

By:

Keller, Kevin Lane

Contributor(s):

Material type: Text

TextPublication details: New Delhi Pearson 2017Edition: 4th edDescription: xxix, 586ISBN:

9789332542204

Subject(s):

DDC classification:

658.827 KEL

Summary: "Incorporating 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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"Incorporating 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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