000			01716nam a2200313Ia 4500
001			1196
008			230305s2012 xx 000 0 und d
020			_a9780273737872
040			_cTBS
041			_afre
043			_aen_UK
245		0	_aStrategic brand management (2012, 2 ed.)
250			_a2nd ed.
260			_bPearson Prentice Hall, _c2012
300			_axxv + 940 p. ; 24 cm
500			_aa European perspective
520			_aStrategic 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.
630			_aHF COMMERCE _914
650		0	_aBrand name products _xManagement _92369
653			_aBibliography MSc - Marketing Management: Retail & Consumer Goods
700			_aGeorgson, Mats _eAuthor _96598
700			_aKeller, Kevin Lane _d1956- _eAuthor _92447
700			_aApéria, Tony _eAuthor _96599
856			_uhttp://books.google.es/books?id=yBdKQn5LdJkC&printsec=frontcover&dq=Strategic+brand+management:+a+European+perspective&hl=ca&sa=X&ei=Q2SKUceBOaKy7Aap84DYBA&ved=0CD0Q6AEwAA
902			_a458
905			_am
942			_a1 _2ddc
999			_c1204 _d1204