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portada Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition
Type
Physical Book
Publisher
Author
Year
2019
Language
English
Pages
600
Format
Paperback
ISBN13
9781292314969
Edition No.
5

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition

Kevin Lane Keller; Vanitha Swaminathan (Author) · Pearson · Paperback

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition - Kevin Lane Keller; Vanitha Swaminathan

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Synopsis "Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition"

This title is a Pearson Global Edition. The 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.

Customers reviews

Demian BausWednesday, April 20, 2022
Verified Purchase

A diferencia de la edición anterior, se nota el contenido más académico y científico de la coautora Vanitha Swaminathan. Posicionándolo fuertemente por encima de aquellos otros textos de construcción de activos intangibles globales, enfocados en experiencias profesionales solamente.

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