Strategic brand management : building, measuring, and managing brand equity /
Keller, Kevin Lane.
Strategic brand management : building, measuring, and managing brand equity / Kevin Lane - Third Edition - Jurong, Singapore : Pearson/ Prentice-Hall, c2009 - xxi, 692 pages : illustrations ; 26 cm.
Includes index.
Part 1. Opening perspectives -- Part 2. Identifying and establishing brand positioning and values -- Part 3. Planning and implementing brand marketing programs -- Part 4. Measuring and interpreting brand performance -- Part 5. Growing and sustaining brand equity -- Part 6. Closing perspectives.
9789810697402
BRAND NAME PRODUCTS -- MANAGEMENT
HD 69.B7 .K45 2009
Strategic brand management : building, measuring, and managing brand equity / Kevin Lane - Third Edition - Jurong, Singapore : Pearson/ Prentice-Hall, c2009 - xxi, 692 pages : illustrations ; 26 cm.
Includes index.
Part 1. Opening perspectives -- Part 2. Identifying and establishing brand positioning and values -- Part 3. Planning and implementing brand marketing programs -- Part 4. Measuring and interpreting brand performance -- Part 5. Growing and sustaining brand equity -- Part 6. Closing perspectives.
9789810697402
BRAND NAME PRODUCTS -- MANAGEMENT
HD 69.B7 .K45 2009