Strategic Brand Management: Building, Measuring, and Managing Brand Equity
Strategic Brand Management presents a comprehensive framework for building, measuring, and managing brand equity. Kevin Lane Keller’s book is designed for readers seeking a strategic understanding of how brands are developed, evaluated, and managed within the broader field of marketing.
About This Book
Strategic Brand Management focuses on the principles and practices involved in building strong brands.
The book addresses brand equity and the ways it can be measured and managed.
Its coverage is organized around a strategic approach to developing and sustaining brand value.
This title is intended for readers studying or practicing marketing and brand management.
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