Strategic Brand Management: Creating and Sustaining Brand Equity Long TermKapferer, Jean-Noel
9780131201156
Strategic Brand Management: Building, Measuring, and Managing Brand Equity
Kevin Lane Keller
ISBN 10: 0131201158 / 0-13-120115-8
ISBN 13: 9780131201156
Publisher: Prentice Hall
Publication Date: 1998
Binding: Hardcover
ISBN 13: 9780131201156
Publisher: Prentice Hall
Publication Date: 1998
Binding: Hardcover
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Synopsis:
Finely focused on the "how to" and "why" throughout, this strategy guide provides specific tactical guidelines for planning, building, measuring, and managing brand equity. This approach considers why brands are important, what they represent to consumers, and what should be done by firms to manage them properly.
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