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Strategic Brand Management

Strategic Brand Management

Kevin Lane Keller, M. G. Parameswaran, Isaac Jacob

Authors: Kevin Lane Keller, M. G. Parameswaran, Isaac Jacob
Publishers: Pearson Education India
Pages: 722
Print type: BOOK

Description:

Incorporating developments from both academia and industry, this exploration of brands, brand equity and strategic brand management combines a theoretical foundation with numerous techniques and practical insights. Suitable for both graduates and upper-level undergraduates.