Strategic brand management building measuring and managing brand equity pdf
Chapter 11 | Brand Management | BrandThe rights of Kevin Lane Keller to be identified as authors of this work have been asserted by them in accordance with the Copyright, Designs and Patents Act All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a licence permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, Saffron House, 6—10 Kirby Street, London EC1N 8TS. All trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners.
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Prentice Hall, In this latest edition of his bestselling text, leading authority ISBN: Marketing Communications, 5th edition is the most complete and accessible introduction to marketing communications on the market. It combines breadth of coverage with a student-friendly style; and is an essential resource for Marketing and business degree students studying Marketing modules at Marketing Strategy and Competitive Positioning 6e deals with the process of developing and implementing a marketing strategy. The book focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage.
Kevin Lane Keller 50 Estimated H-index: Request Full-text. View in Source. Brand management. Brand extension. Corporate branding. Brand awareness.