Strategic Brand Management (Hardcover: 692 pages)
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Product Details: Strategic Brand Management
| Author: | Kevin Lane Keller, Kevin Keller |
| Format: | Hardcover: 692 pages. |
| Publisher: | Prentice Hall (06/01/2007) |
| ISBN: | 0131888595 |
| ISBN13: | 9780131888593 |
| Reading Level: |
Publisher Notes: Strategic Brand Management
- 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. For industry professionals from brand managers to chief marketing officers
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