Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition image
ISBN-10:

0132664259

ISBN-13:

9780132664257

Author(s): KELLER, Kevin
Edition: 4th
Released: Aug 10, 2012
Publisher: Pearson
Format: Hardcover, 608 pages
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Description:

Create profitable brand strategies by building, measuring, and managing brand equity

Kevin Lane Keller is recognized as one of the international leaders in the study of strategic brand management and integrated marketing communications. In Strategic Brand Management: Building, Measuring, and Managing Brand Equity , 4th Edition Keller looks at branding from the perspective of the consumer, and provides a framework that helps students and managers identify, define, and measure 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.












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