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Strategic Brand Management

Building, Measuring, and Managing Brand Equity - Second Edition, International Edition

Auteurs

Kevin Lane Keller

Boekbeoordeling

3,5

(4)

Tarief

Parameters

788bladzijden
28 uur lezen

Meer over het boek

Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions-and thus improving the long-term "profitability" of specific brand strategies.