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books
| book details |
Strategic Brand Management: A European Perspective
By (author) Kevin Keller, By (author) Tony Aperia, By (author) Mats Georgson
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| on special |
normal price: R 2 189.95
Price: R 1 970.95
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| book description |
'Over the last 25 years, hundreds, perhaps even thousands, of books have appeared on the subject of brands and branding but Strategic Brand Management by Keller, given a global reach by Aperia and Georgson in this excellent European version, is surely the gold standard. This work is, quite simply, the best in its field.' John Murphy, founder of Interbrand. Develop your brand management skills with practical insights from the industry Strategic Brand Management: A European Perspective, 2nd edition, by Kevin Lane Keller, Tony Aperia, and Mats Georgson, aims to equip managers with the tools and understanding to be able to improve the long-term profitability of their brand strategy. This edition incorporates the latest thinking and developments from academics and industry professionals in the field, providing you with a balance of theory and practical knowledge. The chapters guide you systematically through the main topics, from the subject of brands to brand equity and strategic brand management, including the design and implementation of marketing programmes. The text also contains activities to guide your learning and teach you how to build, measure, and manage brand equity. The 2nd edition contains a range of updated features to accommodate your learning, including: Additional cases and examples from well-known European brands are included to appeal to students outside the US. New Brand Briefings spotlight brand management scenarios as experienced by real-life companies and organisations, showing you how brands are operated. Case studies for this edition include Google, Zara, & Ryanair Further coverage of channel management and B2B research on brands, compared to the previous edition. Combining practical insights with a strong theoretical foundation, this text will assist you in your day-to-day managerial decisions as well as long-term brand decisions.
| product details |
Normally shipped |
Publisher | Pearson Education Limited
Published date | 6 Dec 2011
Language |
Format | Paperback / softback
Pages | 968
Dimensions | 246 x 188 x 38mm (L x W x H)
Weight | 1440g
ISBN | 978-0-2737-3787-2
Readership Age |
BISAC | business & economics / sales & selling
| other options |
Normally shipped |
Readership Age |
Normal Price | R 3 896.95
Price | R 3 506.95
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An epic love story with the pulse of a thriller that asks: what would you risk for a second chance at first love?
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Matt Dinniman
Paperback / softback
480 pages
was: R 523.95
now: R 461.95
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