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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th Global Edition e-book

product title: Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th Global Edition e-book

ISBN: 9781292314990

Regular price
€ 45,99
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* You will receive the access code for digital products between 24 to 48 hours.

Kevin Lane Keller Dartmouth College

Vanitha Swaminathan University of Pittsburgh

 

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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