Strategic Brand Management PDF ePub eBook

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Strategic Brand Management free pdf

Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.

About Kevin Lane Keller

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, Marketing Management. Dr Tony Aperia is Visiting Professor at Jonkoping International Business School in Sweden. Dr Aperia has a background in industry and he has more than 20 years' experience from the marketing and branding field. Mats Georgson leads the brand consultancy firm Georgson

Details Book

Author : Kevin Lane Keller
Publisher : Financial Times Prentice Hall
Data Published : 29 November 2011
ISBN : 0273737872
EAN : 9780273737872
Format Book : PDF, Epub, DOCx, TXT
Number of Pages : 968 pages
Age + : 15 years
Language : English
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