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Strategic brand management : Building, measuring, and managing brand equity / Kevin Lane Keller, Vanitha Swaminathan

ISBN
9781292314969
Lần xuất bản
5th Edition
Mã xếp giá
658.827 K291
Tên tác giả
Keller, Kevin Lane
Nhà xuất bản
Pearson Education
Năm phát hành
2020
Mô tả vật lý
621 pages : illustrations ;28 cm
Từ khóa
Brand equity
Brand Management
Brand names
Multimedia communications
Quản trị thương hiệu
Truyền thông đa phương tiện
Môn học
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$aBoston :$bPearson Education,$c2020
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$a621 pages :$billustrations ;$c28 cm
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$aThe 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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