TY  - BOOK
AU  - Swaminathan, Vanitha
AU  - Keller, Kevin Lane
TI  - Strategic brand management (2020, 5 global ed.)
SN  - 9781292314969
PY  - 2020///
PB  - Pearson Education
KW  - HF COMMERCE
KW  - Branding (Marketing)
KW  - Product management
KW  - Advertising
KW  - Brand name products
KW  - Bibliography MSc - Marketing Management: Retail & Consumer Goods
N1  - building, measuring, and managing brand equity
N2  - 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
UR  - https://www.pearson.com/nl/en_NL/higher-education/subject-catalogue/marketing/keller-strategic-brandmanagement-5e.html?tab=instructor-resources
ER  -