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Ebook Strategic brand management: Building measuring and managing brand equity (5th edition) - Kevin Lane Keller, Vanitha Swaminathan

Ebook "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.

Từ khóa: Strategic brand management, Building measuring, Managing brand equity, Kevin Lane Keller, Vanitha Swaminathan, Customer-based brand equity, Designing marketing programs, Integrating marketing communications