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Strategic brand management : building, measuring, and managing brand equity (Fifth edition Global edition)

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For courses in brand management. Create profitable brand strategies by building, measuring, and managing brand equity Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity.

Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world.

New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition.

This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today's consumers. Free instructor resources PowerPoint slides for Strategic Brand Management To access instructor resources you need to visit our global site here.

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Product Details
Pearson Education Limited
1292314966 / 9781292314969
Paperback / softback
658.827
15/08/2019
United Kingdom
English
621 pages : illustrations (colour)
28 cm
Previous edition: 2013.