Keller, Kevin Lane, 1956- Strategic brand management : a European perspective / Kevin Lane Keller, Tony Apéria, Mats Georgson

Strategic brand management : a European perspective / Kevin Lane Keller, Tony Apéria, Mats Georgson . - 2nd ed. . - Harlow, England : Prentice Hall, cop. 2012 . - xxv, 940 p. : il. some color 25 cm . -
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
9780273737872 brochado
Brand name products - management
Brand products - Europe
Marketing
HD69.B7 K449 2012