Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4/e
by Kevin Lane Keller, Ambi M. G. Parameswaran, Isaac Jacob
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4/e offers a focused examination of brand equity and the strategic activities used to build, measure, and manage it. Authored by Kevin Lane Keller, Ambi M. G. Parameswaran, and Isaac Jacob, it serves as a marketing and business resource.
About This Book
Strategic Brand Management focuses on the role of brands and the value of brand equity.
This fourth edition addresses the processes involved in building, measuring, and managing brand equity.
It is designed as a resource for studying and applying strategic brand management concepts.
The book is authored by Kevin Lane Keller, Ambi M. G. Parameswaran, and Isaac Jacob.
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