Strategic brand management : building, measuring, and managing brand equity
| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
Boston, Massachusetts :
Pearson
c2013
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| Edition: | Fourth edition |
| Subjects: |
Table of Contents:
- 1. Opening perspectives
- 2. Developing a brand strategy
- 3. Designing and implementing brand marketing programs
- 4. Measuring and interpreting brand performance
- 5. Growing and sustaining brand equity
- 6. Closing perspectives