Kevin Lane Keller

Strategic Brand Management

Ebook (PDF Format)

Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist manager… Mehr

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Produktdetails

Weitere Autoren: Aperia, Tony / Georgson, Mats

ISBN: 978-0-273-73788-9
EAN: 9780273737889
Produktnummer: 31732222
Verlag: Pearson HigherEducation
Sprache: Englisch
Erscheinungsjahr: 2013
Seitenangabe: 968 S.
Plattform: PDF
Masse: 12'853 KB
Auflage: 2. Auflage

Über den Autor

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, Marketing Management. Dr Tony Apéria is Visiting Professor at Jönköping International Business School in Sweden. Dr Apéria has a background in industry and he has more than 20 years' experience from the marketing and branding field.Mats Georgson leads the brand consultancy firm Georgson & Co based in Stockholm, Sweden. He has worked with a multitude of major international brands, including the role of the global brand director of Sony Ericsson. He is also an Assistant Professor at Stockholm University.