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Strategic Brand Management: A European Perspective
Strategic Brand Management A European Perspective
Author: Kevin Keller, Tony Aperia, Mats Georgson
Strategic Brand Management explores why brands are important, what they represent to consumers, and what should be done by firms to manage them properly. The main focus of the book is on brand equity which provides marketers with a valuable perspective and a common denominator to interpret the potential effects and tradeoffs of various strategi...  more »
ISBN-13: 9780273706328
ISBN-10: 0273706322
Publication Date: 5/8/2008
Pages: 856
Edition: illustrated edition
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Publisher: FT Press
Book Type: Paperback
Members Wishing: 0
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