Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition
by Kevin Lane Keller
English | 2013 | ISBN: 0132664259 | 608 pages | EPUB | 126 MB
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.