STRATEGIC BRAND MANAGEMENT: BUILDING, MEASURING AND MANAGING BRAND EQUITY 5ED
Kevin Lane Keller y Vanitha Swaminathan
Editorial: Pearson Global Editions
Edition: 5
publication date: 2019
ISBN: 9781292314969
ISBN ebook: 9781292314990
pages: 622
Grade: Universitario
Area: Economía y Empresa
Section: Management
Language: Inglés
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Edition: 5
publication date: 2019
ISBN: 9781292314969
ISBN ebook: 9781292314990
pages: 622
Grade: Universitario
Area: Economía y Empresa
Section: Management
Language: Inglés
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Preface
About the Authors
PART I. Opening Perspectives
PART II. Developing a Brand Strategy
PART III. Designing and Implementing Brand Marketing Programs
PART IV. Measuring and Interpreting Brand Performance
PART V. Growing and Sustaining Brand Equity
PART VI. Closing Perspectives
*The digital edition does not include access codes to additional material or programs mentioned in the book.
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Kevin Lane Keller
Dartmouth College
Vanitha Swaminathan
University of Pittsburgh
Dartmouth College
Vanitha Swaminathan
University of Pittsburgh
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