Strategic Brand Management A European Perspective (2nd Edition)
Kevin Lane Keller; Mats Georgson; Tony AperiaEbook
Sinopsis ebook
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