Strategic brand management (2012, 2 ed.)

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Material type: Text

TextLanguage: French Publication details: Pearson Prentice Hall, 2012Edition: 2nd ed.Description: xxv + 940 p. ; 24 cmISBN:

9780273737872

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Summary: 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.

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Recommended bibliography book	TBS Barcelona	HF5415.1255 KEL (Browse shelf(Opens below))	Available		B01969

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Previous	HF5415.123 DEP Marketing communications (2010, 4 ed.)	HF5415.123 DEP Marketing communications (2018, 6 ed.)	HF5415.1255 AAK Managing brand equity	HF5415.1255 KEL Strategic brand management (2012, 2 ed.)	HF5415.1255 KEL Strategic brand management (2020, 5 global ed.)	HF5415.13 CAP Managing marketing in the 21st century	HF5415.2 KEN Marketing research	Next

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.