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Anotace knihy

Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Management & management techniques

• Plný název: Strategic Brand Management
• Autor: Kevin Keller
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 968
• EAN: 9780273737872
• ISBN: 0273737872
• ID: 04370013
• Nakladatelství: PEARSON Education Limited
• Hmotnost: 1586 g
• Rozměry: 190 × 248 × 36 mm
• Datum vydání: 29. November 2011

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