Strategic Brand Management: Global Edition [Paperback] 4e by Kevin Keller

Product details Brand New Paperback: 592 pages Publisher: Pearson; 4 edition (29 Oct. 2012) Language: English ISBN-10: 0273779419 ISBN-13: 9780273779414 Product Dimensions: 22 x 2 x 28 cm  Alternative US Edition For Reference Only  ISBN-13: 9780132664257 ISBN-10: 0132664259    Description Create profitable brand strategies by building, measuring, and managing brand equityKevin Lane Keller is recognized as one of the international leaders in the study of strategic brand management and integrated marketing communications. In Strategic Brand Management: Building, Measuring, and Managing Brand Equity , 4th Edition Keller looks at branding from the perspective of the consumer, and provides a framework that helps students and managers identify, define, and measure 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.