Strategic Brand Management (Heftet)

A European Perspective

Forfatter:

, og

Forfatter: , og
Innbinding: Heftet
Utgivelsesår: 2008
Antall sider: 856
Forlag: Pearson Education Limited
Språk: Engelsk
ISBN/EAN: 9780273706328
Omtale Strategic Brand Management
Strategic Brand Management explores why brands are important, what they represent to consumers, and what should be done by firms to manage them properly. The main focus of the book is on brand equity which provides marketers with a valuable perspective and a common denominator to interpret the potential effects and tradeoffs of various strategies and tactics for their brands. In other words, brand equity can be thought of as the marketing effects uniquely attributable to the brand.

Til toppen

Flere bøker av Kevin Lane Keller, Tony Aperia og Mats Georgson: