by Kevin Lane Keller · Pearson · tapa dura · ISBN 9780130411501
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«Strategic Brand Management» is Kevin Lane Keller's brand management handbook, published by Pearson in hardcover (788 pages, in English).
Study of the role of brands in business: what they are, how their value is generated, and how they should be managed in the long term. The work combines theory and practice, with tools for designing, launching, evaluating, and sustaining brand strategies, and includes real cases such as Levi's Dockers, Intel, Nivea, Nike, and Starbucks.
Second edition, published in 2002 and in hardcover; the text includes bibliographic references and an index.
Aimed at marketing and brand management professionals, from brand managers to marketing directors, as well as students and academics in the field.
Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is best known for his work on brand management and for authoring Strategic Brand Management, a widely used textbook in the field. The book examines both the theoretical foundations and practical applications of brand management, offering frameworks and guidelines for building, measuring, and managing brand equity.
