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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Bibliographic Details
Main Author:	Keller, Kevin Lane 1956- (Author)
Format:	Book
Language:	English
Published:	Upper Saddle River, NJ Pearson 2013
Edition:	4e
Subjects:	Brand Name Products > Management
Online Access:	Click Here to View Status and Holdings.
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