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Strategic Brand Management: Building, Measuring, And Managing Brand Equity
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Description

The fourth edition of Strategic Brand Management offers a comprehensive view of the changing technological, cultural, global and economic environment that brands face. The book is well-grounded in practice and can be easily related to past and current marketing activities, events and case studies. Science of Branding boxes have been included to provide in-depth treatment of cutting-edge ideas and concepts. Each chapter contains a Brand Focus appendix that delves into detail on specific and related branding topics, such as brand audits, legal issues, brand crises and private labels. Numerous in-text examples, highlighting brands such as Dettol, Colgate and Jet Airways, have been introduced to illuminate the discussion of virtually every topic and a series of Branding Brief boxes provide more in-depth examinations of ed topics or brands. The text includes engaging visuals that highlight many of the important and interesting concepts and examples from the chapters. Print ads from various Indian companies, such as TCS, ITC, Taj Hotels and Marico, have been incorporated to illustrate case studies and examples.

More Details About Strategic Brand Management: Building, Measuring, And Managing Brand Equity
General Information
Author(s)Keller
PublisherPearson India
Edition4
ISBN9789332542204
Pages616
BindingPaperback
LanguageEnglish
Publish YearJanuary 2015
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