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

Keller, Kevin, Swaminathan, Vanitha

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This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. For 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.

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Schrijver: Keller, Kevin, Swaminathan, Vanitha
Titel: Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition
Uitgever: Pearson Education Limited

Jaar: 2019
Taal: Engels
Pagina's: 624
Gewicht: 1328 gr

EAN: 9781292314969
Afmetingen: 277 x 216 x 22 mm
Bindwijze: Paperback / softback

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

Keller, Kevin, Swaminathan, Vanitha

Omschrijving

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