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Strategic Brand Management
by Kevin Lane Keller · Pearson · tapa dura · 784 pages
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Pages: 784 pagesAuthor: Kevin Lane KellerPublisher: PearsonFormat: tapa duraLanguage: enRelease date: 10/11/1997ISBN: ISBN 9780131201156
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Synopsis of Strategic Brand Management
Este libro de Kevin Lane Keller ofrece un estudio detallado sobre marcas y valor de marca. Proporciona información sobre cómo crear estrategias de marca rentables mediante la construcción, medición y gestión del valor de marca. Se analizan estrategias de marcas líderes y se presenta un modelo para construir y gestionar marcas.
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About the author
Kevin Lane Keller
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.
Born in 1956100 titles published
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