Strategic brand management: Building, measuring, and managing brand equity /
Keller, Kevin Lane, 1956-
Strategic brand management: Building, measuring, and managing brand equity / Strategic brand management Kevin Lane Keller & Vanitha Swaminathan - 5th ed. - Harlow : Pearson Education Limited, 2020 - 621 p. : ill. ; 28 cm.
PART I : Opening Perspectives p.31-66 PART II : Developing a Brand Strategy p.67-140 PART III : Designing and lmplementing Brand Marketing Programs p.141-326 PART IV : Measuaring and Interpreting Brand Performance p.327-424 PART V : Growing and Sustaining Brand Equity p.425-578 PART VI : Closing Perspectives p.579
9781292314969 1230
BRAND NAME PRODUCTS--MANAGEMENT
BRAND NAME PRODUCTS
PRODUCT MANAGEMENT
BRAND MANAGEMENT
MARKETING--MANAGEMENT
BRANDING (MARKETING)
HD 69.B7 / K48S 2020
Strategic brand management: Building, measuring, and managing brand equity / Strategic brand management Kevin Lane Keller & Vanitha Swaminathan - 5th ed. - Harlow : Pearson Education Limited, 2020 - 621 p. : ill. ; 28 cm.
PART I : Opening Perspectives p.31-66 PART II : Developing a Brand Strategy p.67-140 PART III : Designing and lmplementing Brand Marketing Programs p.141-326 PART IV : Measuaring and Interpreting Brand Performance p.327-424 PART V : Growing and Sustaining Brand Equity p.425-578 PART VI : Closing Perspectives p.579
9781292314969 1230
BRAND NAME PRODUCTS--MANAGEMENT
BRAND NAME PRODUCTS
PRODUCT MANAGEMENT
BRAND MANAGEMENT
MARKETING--MANAGEMENT
BRANDING (MARKETING)
HD 69.B7 / K48S 2020