For students, managers and senior executives studying Brand Management. Keller, Strategic Brand Management, 3e provides insights into how to create profitable brand strategies by building, measuring, and managing brand equity.
Part 1 Opening Perspectives
Part 2 Identifying and Establishing Brand Positioning and Values
Part 3 Planning and Implementing Brand Marketing Programs
Part 4 Measuring and Interpreting Brand Performance
Part 5 Growing and Sustaining Brand Equity
Part 6 Closing Perspectives