مدیریت استراتژیک برند؛ ساخت، اندازه گیری و مدیریت ارزش ویژه برند
دسته: سرمایه گذاری، مدیریتسال انتشار: 2020 | 600 صفحه | حجم فایل: 252 مگابایت | زبان: انگلیسی
نویسنده
Kevin Lane Keller, Vanitha Swaminathan
ناشر
Pearson
ISBN10:
0134892496
ISBN13:
9780134892498
قیمت: 16000 تومان
برچسبها: برندینگStrategic 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.