TY  - BOOK
AU  - Georgson, Mats
AU  - Keller, Kevin Lane
AU  - Apéria, Tony
TI  - Strategic brand management (2012, 2 ed.)
SN  - 9780273737872
PY  - 2012///
PB  - Pearson Prentice Hall
KW  - HF COMMERCE
KW  - Brand name products
KW  - Management
KW  - Bibliography MSc - Marketing Management: Retail & Consumer Goods
N1  - a European perspective
N2  - Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions
UR  - http://books.google.es/books?id=yBdKQn5LdJkC&printsec=frontcover&dq=Strategic+brand+management:+a+European+perspective&hl=ca&sa=X&ei=Q2SKUceBOaKy7Aap84DYBA&ved=0CD0Q6AEwAA
ER  -