Strategic Brand Management by Kevin Lane Keller PAPERBACK 9780273737872

Pearson Education Limited

Master the art of building and managing strong brands with 'Strategic Brand Management: A European Perspective, 2/E' by Kevin Lane Keller. This comprehensive textbook, published by Financial Times Press, delves into the core concepts of brand equity and strategic brand management, equipping you with the tools to enhance long-term brand profitability. It integrates the latest academic research and industry insights, offering a blend of theoretical foundations and practical advice for managers. With 968 pages, this book provides an in-depth exploration of effective brand strategies. Key features: * Comprehensive treatment of brands, brand equity, and strategic brand management * Incorporates current thinking from academics and industry professionals * Provides practical insights for managers * Explores concepts and techniques to improve brand profitability This edition is ideal for students and professionals seeking to deepen their understanding of brand management in a European context. Summary: Strategic Brand Management, European Perspective, 2nd Edition, Kevin Lane Keller, Prentice Hall, Paperback, 968 pages, Financial Times Press, Brand Equity, Marketing Programs.