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. Finely focused on “how-to” and “why” throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. Case studies will familiarize readers with the real-life stories of Levi's Dockers, Intel Corporation, Nivea, Nike, and Starbucks. For industry professionals from brand managers to chief marketing officers

Strategic Brand Management, Second Edition

Business & Money

KELLER, Kevin Lane

Marketing & Sales

Pearson College Div

Available for the first time in a Canadian edition, A Framework for Marketing Management delivers a succinct analysis of today’s marketing management theories and practices. Using the most current concepts, data and a wide range of examples, this authoritative text illustrates how excellent management strategies lead to unsurpassed marketing success.

A Framework for Marketing Management, First Canadian Edition

Cunningham, Peggy H.

Kotler, Philip R.

Pearson Education Canada

Strategic Brand Management: Building, Measuring, and Managing Brand Equity

Management & Leadership

Marketing Management, Canadian Twelfth Edition (12th Edition)

Kotler,Philip

PRENTICE/HALL

The twelve cases in this book, written by Kevin Lane Keller, one of the international leaders in the study of strategic brand management and integrated marketing communications, feature some of the world's most successful brands and companies, including Levi Strauss &amp; Co., Intel, Nike, and DuPont. Keller's cases examine the strategic brand management process, best practice guidelines, and how to best build and manage brand equity. For executives and managers in marketing and/or brand management. This book is suggested for use with Strategic Brand Management, 2e, also by Kevin Lane Keller and published by Prentice Hall.

Best Practice Cases In Branding

Industries

For the MBA Marketing Management course and/or undergraduate capstone marketing strategy course. Framework for Marketing Management provides authoritative marketing theory in a concise format to provide flexibility where outside cases, simulations, and projects are brought in.

A Framework for Marketing Management

Slight shelf wear. Slightly bumped corners. If applicable, online access, codes or supplements are not guaranteed to be included or work. Pages are clean and binding is tight.

Marketing Management

Biographies & Memoirs

Professionals & Academics

Best Practice Cases in Branding for Strategic Brand Management, 3/e

Kotler/Keller/Cunningham is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice. Topics covered include brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, segmentation, targeting, positioning, and integrated marketing communications. For marketing professionals who place special emphasis to creativity and imagination in marketing management.

Marketing Management, Thirteenth Canadian Edition (13th Edition)

Sivaramakrishnan, Subramanian

Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice. Remaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated information, and now is available with mymarketinglab–Pearson’s online tutorial and assessment platform.

Marketing Management (14th Edition)

Kotler, Philip T.

Pearson

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Books by KELLER, Kevin Lane