Strategic Brand Management, Second Edition by Kevin Lane Keller

Business & Money | Marketing & Sales
Strategic Brand Management, Second Edition
Title:
Strategic Brand Management, Second Edition
Author:
Kevin Lane Keller
ISBN:
0130411507
ISBN13:
978-0130411501
Size PDF:
1250 kb
Size epub:
1334 kb
Publisher:
Prentice Hall; 2 edition (September 3, 2002)
Language:
English
Other formats:
pdf, odf, mobi, cb7, azw, lit, ibooks
Rating:
3.7
Votes:
482

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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