مدیریت استراتژیک برند؛ ساخت، اندازه گیری و مدیریت ارزش ویژه برند

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سال انتشار: 2020  |  تعداد صفحات: 600  |  حجم فایل: 251.57 مگابایت  |  زبان: انگلیسی
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th Edition
نویسنده:
Kevin Lane Keller, Vanitha Swaminathan
ناشر:
Pearson
ISBN10:
0134892496
ISBN13:
9780134892498

 

عناوین مرتبط:


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 marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today’s consumers.