Strategic Brand Management: Building, Measuring, and Managing Brand Equity
Keller, Kevin Lane
creator
Swaminathan, Vanitha
Parameswaran, Ambi M.G.
Jacob, Isaac C.
text
xx
India
Pearson
c2020
9999
5th Edn.
monographic
und
eng
xxx, 642 p. : ills.; 25.5 cm
CHAPTER 1: Brands and Brand Management --- CHAPTER 2: Customer-Based Brand Equity and Brand Positioning --- CHAPTER 3: Brand Resonance and the Brand Value Chain --- CHAPTER 4: Choosing Brand Elements to Build Brand Equity --- CHAPTER 5: Designing Marketing Programs to Build Brand Equity
Kevin Lane Keller
Includes Index.
Management
Management
658.827/ K281s/ 2020
9789353946135
151213