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Strategic Brand Management: Building, Measuring, and Managing Brand Equity

Strategic Brand Management: Building, Measuring, and Managing Brand Equity

          
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About the Book

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.

For courses in brand management.

Pearson eText is an easy-to-use digital textbook that you can purchase on your own or instructors can assign for their course. The mobile app lets you keep on learning, no matter where your day takes you -- even offline. You can also add highlights, bookmarks, and notes in your Pearson eText to study how you like.

NOTE: This ISBN is for the Pearson eText access card. Pearson eText is a fully digital delivery of Pearson content. Before purchasing, check that you have the correct ISBN. To register for and use Pearson eText, you may also need a course invite link, which your instructor will provide. Follow the instructions provided on the access card to learn more.


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Product Details
  • ISBN-13: 9780135641378
  • Publisher: Pearson
  • Publisher Imprint: Pearson
  • Height: 251 mm
  • Returnable: N
  • Sub Title: Building, Measuring, and Managing Brand Equity
  • Width: 201 mm
  • ISBN-10: 0135641373
  • Publisher Date: 18 Apr 2019
  • Binding: LB
  • Language: English
  • Spine Width: 2 mm
  • Weight: 450 gr


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