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Strategic Brand Management Издательство: Free Press, 1994 г Твердый переплет, 342 стр ISBN 0029170451 инфо 2150m.

Strategic Brand Management Издательство: Free Press, 1994 г Твердый переплет, 342 стр ISBN 0029170451 инфо 2150m.

Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques anахпнлd practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies Finely focused on “how-to” and “why” throughout, it provides specific tactical guidelines for planning, buildinбечткg, measuring, and managing brand equity It includes numerous examples on virtually every topic and over 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so Case studies will familiarize readers with the real-life stories of Levi's Dockers, Intel Corporation, Nivea, Nike, and Starbucks For industry professionals from brand managers to chief marketing officers 3 edition Автор Кевин Лейн Келлер Kevin Lane Keller.




Цена: 5375 руб.