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Strategic brand management : building, measuring, and managing brand equity / Kevin Lane Keller, Vanitha Swaminathan
Harlow, Essex : Pearson Education Limited, 2020
621 pages. : color illustrations ; 28 cm.
Ký hiệu phân loại (DDC): 658.827
This book 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
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