Strategic brand management : building, measuring, and managing brand equity - Keller, Kevin Lane organisasjoner Gro Mjeldheim (forfatter) Stensaker
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Strategic brand management : building, measuring, and managing brand equity - Keller, Kevin Lane organisasjoner Gro Mjeldheim (forfatter) StensakerFor courses in brand management. Create profitable brand strategies by building, measuring, and managing brand equity Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands
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