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Strategic brand management: Building, measuring, and managing brand equity |
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| ชื่อเรื่อง: | Strategic brand management: Building, measuring, and managing brand equity |
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| ผู้แต่ง | Kevin Lane Keller & Vanitha Swaminathan |
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| สำนักพิมพ์ |
Pearson Education Limited |
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| เลขเรียกหนังสือ | HD 69.B7 K48S 2020 |
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| คำสำคัญ | BRAND NAME PRODUCTS--MANAGEMENT ; BRAND NAME PRODUCTS ; PRODUCT MANAGEMENT ; BRAND MANAGEMENT ; MARKETING--MANAGEMENT ; BRANDING (MARKETING) |
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| This book courses in brand management. Create profitable brand strategies by building, measuring, and managing brand equity Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today's consumers. 2020-05-27 15:56:00 |
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