Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition (Paperback, 5th edition)

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. Free instructor resources PowerPoint slides for Strategic Brand Management To access instructor resources you need to visit our global site here. The downloadable materials available on this website are provided solely for the use of instructors in teaching their courses and assessing student learning. Before you access any instructor resources you will be prompted to login to the Pearson Instructor Resource Centre.

General

Imprint:	Pearson Education Limited
Country of origin:	United Kingdom
Release date:	August 2019
First published:	2020
Authors:	Kevin Keller • Vanitha Swaminathan
Dimensions:	275 x 217 x 28mm (L x W x T)
Format:	Paperback
Pages:	624
Edition:	5th edition
ISBN-13:	978-1-292-31496-9
Categories:	Books > Business & Economics > Business & management > Management & management techniques > General Books > Business & Economics > Business & management > Sales & marketing > General Promotions
LSN:	1-292-31496-6
Barcode:	9781292314969

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