Strategic Brand Management Building, Measuring, and Managing Brand Equity
This book deals with brands - why they are important, what they represent to consumers, and what firms should do to manage them properly. As many business executives correctly recognize, perhaps one of the most valuable assets a firm has are the brands it has invested in and devleloped over time. A...
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| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
Upper Saddle River, NJ
Pearson
2013
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| Edition: | 4e |
| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Strategic brand management building, measuring, and managing brand equity