Keller, Kevin Lane
Strategic brand management building, measuring, and managing brand equity
Buch

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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Medium erhältlich in:
1 Bibliothek der BSP Berlin, Berlin


Weiterführende Informationen


Personen: Keller, Kevin Lane Swaminathan, Vanitha

Standort: BSP

Schlagwörter: Strategisches Management Markenpolitik Produktmanagement Markenartikel Markenwert Markenname

Keller, Kevin Lane [Verfasser]:
Strategic brand management : building, measuring, and managing brand equity / Kevin Lane Keller, Tuck School of Business, Dartmouth College, Vanitha Swaminathan, Katz Graduate School of Business, University of Pittsburgh. - 5th edition, global edition. - Harlow : Pearson, 2020. - 621 Seiten : Illustrationen, graphische Darstellungen
ISBN 978-1-292-31496-9 kartoniert : EUR 89,80

Zugangsnummer: 00008180 - Barcode: 2-9394144-8-00017320-9
Allgemeine Betriebswirtschaftslehre - Signatur: QP 624 K29-02 (5) - Buch