9780132664257

Strategic Brand Management

  • ISBN 13:

    9780132664257

  • ISBN 10:

    0132664259

  • Edition: 4th
  • Format: Hardcover
  • Copyright: 08/10/2012
  • Publisher: Pearson

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.

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