STRATEGIC BRAND MANAGEMENT by Kevin Lane Keller, Tony Aperia, Mats Georgson ( 9780273737872 )

Item Details

Title:

STRATEGIC BRAND MANAGEMENT
A EUROPEAN PERSPECTIVE

By:

Kevin Lane Keller, Tony Aperia, Mats Georgson

Format:

Paperback

List price:

£78.99

Our price:

£73.07

Discount:

7.5% off

You save:

£5.92

ISBN 10:

0273737872

ISBN 13:

9780273737872

Availability:

Usually dispatched within 3-5 days.

Delivery rates

Stock:

Currently 2 available

Publisher:

PEARSON EDUCATION LIMITED

Pub. date:

1 October, 2011

Edition:

2nd Revised edition

Pages:

968

Description:

Brand equity is the main focus of this book, which provides readers with a valuable perspective and a common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. By giving students the foundation, the textbook allows for a broad exploration of a complicated subject.

Synopsis:

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 managers in their day-to-day and long-term brand decisions.

Illustrations:

Illustrations

Publication:

Imprint:

Financial Times Prentice Hall

Returns:

Returnable

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