Strategic Brand Management: Building, Measuring, and Managing Brand Equity
Incorporating the latest industry thinking and developments, this textbook provides an exploration of brands, brand equity, and strategic brand management and combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term br...
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| Auteur principal: | |
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| Autres auteurs: | , |
| Format: | Livre |
| Langue: | anglais |
| Publié: |
New Delhi
Pearson Education India Pvt. Ltd.
2013
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| Édition: | 3rd ed. |
| Sujets: | |
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| Résumé: | Incorporating the latest industry thinking and developments, this textbook provides an exploration of brands, brand equity, and strategic brand management and combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions, thus improving the long-term profitability of specific brand strategies. |
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| Description matérielle: | xxiii, 695 p. |
| ISBN: | 9788131756898 |