Normal view MARC view ISBD view

Strategic brand management : a European perspective / Kevin Lane Keller, Tony Apéria, Mats Georgson

Main Author Keller, Kevin Lane, 1956- Coauthor Apéria, Tony
Georgson, Mats
Language Inglês. Country Reino Unido. Edition 2nd ed. Publication Harlow, England : Prentice Hall, cop. 2012 Description xxv, 940 p. : il. some color ; 25 cm ISBN 9780273737872 Abstract 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 Topical name Brand name products - management
Brand products - Europe
Marketing
CBC HD69.B7 K449 2012
Tags from this library: No tags from this library for this title. Log in to add tags.
    average rating: 0.0 (0 votes)
Holdings
Item type Current location Call number Status Date due Barcode
Monografia NOVA IMS
HD69KEL Available 0078612020

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

There are no comments for this item.

Log in to your account to post a comment.