Strategic Brand Management: A European Perspective

ISBN-13: 9780273737872 / Angielski / Miękka / 2011 / 968 str.

Kevin Keller

Opis

Brand equity is the main focus of this book, which provides readers with a valuable perspective and a common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. By giving students the foundation, the textbook allows for a broad exploration of a complicated subject.