Strategic Brand Management: Building, Measuring, and Managing Brand Equity by Keller Kevin Lane (2003-05-01) Hardcover
Strategic Brand Management offers a focused examination of how businesses build, measure, and manage brand equity. Kevin Lane Keller presents branding as a strategic business discipline, making this book a useful resource for students, marketers, managers, and readers interested in the development and stewardship of valuable brands.
About This Book
Strategic Brand Management focuses on the principles and practices involved in building strong brands and developing lasting brand equity.
Kevin Lane Keller presents a structured approach to understanding how brands are created, evaluated, measured, and managed over time.
The book is designed for readers seeking a strategic perspective on branding within business and marketing.
Its coverage makes it a useful reference for studying the decisions and processes that shape brand value.
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