Strategic Brand Management - A European Perspective (Paperback, 2nd edition)

Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions -- and thus improving the long-term profitability of specific brand strategies. Finely focused on "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. Case studies will familiarize readers with the real-life stories of Levi's Dockers, Intel Corporation, Nivea, Nike, and Starbucks.

General

Imprint:	Financial Times Prentice Hall
Country of origin:	United Kingdom
Release date:	November 2011
First published:	2012
Authors:	Kevin Keller • Tony Aperia • Mats Georgson
Dimensions:	246 x 190 x 50mm (L x W x T)
Format:	Paperback
Pages:	940
Edition:	2nd edition
ISBN-13:	978-0-273-73787-2
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management Promotions
LSN:	0-273-73787-2
Barcode:	9780273737872

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