000			01918nam a2200349Ia 4500
001			2909
008			230305s2020 xx 000 0 und d
020			_a9781292314969
040			_cTBS
041			_aeng
043			_aen_UK
245		0	_aStrategic brand management (2020, 5 global ed.)
250			_aFifth global edition
260			_bPearson Education, _c2020
300			_a621 p. _bill. _c28 cm.
500			_abuilding, measuring, and managing brand equity
520			_aStrategic 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.
590			_bSupport resources available on publisher's website.
630			_aHF COMMERCE _914
650		0	_aBranding (Marketing) _96284
650		0	_aProduct management _92370
650		0	_aAdvertising _xBrand name products _9992
653			_aBibliography MSc - Marketing Management: Retail & Consumer Goods
700			_aSwaminathan, Vanitha _eAuthor _912470
700			_aKeller, Kevin Lane _d1956- _eAuthor _92447
856			_uhttps://www.pearson.com/nl/en_NL/higher-education/subject-catalogue/marketing/keller-strategic-brandmanagement-5e.html?tab=instructor-resources
902			_a458
905			_am
911			_ahttps://biblioteca.tbs-education.es/portadas/9781292314969.jpg
942			_a1 _2ddc
999			_c2771 _d2771