Strategic Brand Management 5th Edition

📚📚 I. THÔNG TIN SẢN PHẨM
📒 Mã sản phẩm :  STT1091
📒 Nhà xuất bản :  Pearson; 5th edition (October 8, 2019)
📒 Tác giả :  Kevin Lane Keller, Vanitha Swaminathan
📒 Ngôn ngữ :   Tiếng Anh
📒 ISBN      : 1292314966
📒 Số trang : 622  trang
📒 Hình thức : Bìa Mềm, in ĐEN TRẮNG / HOẶC IN MẦU LASER
📒 Loại : Sách gia công đóng gáy keo chắc chắn chất lượng cao
📒 Giấy in : Giấy ngoại định lượng 70msg, viết vẽ và hightlight thoải mái.
📒 Chất lượng : Bản in rõ nét, giá rất tốt cho mọi người.

📚📚 II. MÔ TẢ SẢN PHẨM
📒 1.Mô tả sản phẩm

Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today’s consumers.

📒 2. Tác giả

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Professor Keller has degrees from Cornell, Carnegie-Mellon, and Duke universities. At Dartmouth, he teaches MBA courses on marketing management and strategic brand management and lectures in executive programs on those topics.

Vanitha Swaminathan is Thomas Marshall Professor of Marketing at the Katz Graduate School of Business, University of Pittsburgh. She is the director of the Katz Center for Branding. Her research focuses on branding strategy and the conditions that foster consumer-brand relationships.