Cover of: Strategic Brand Management, Second Edition | Kevin Lane Keller

Strategic Brand Management, Second Edition

  • 788 Pages
  • 2.78 MB
  • 5125 Downloads
  • English
by
Prentice Hall
Sales & marketing, Marketing - General, Business / Economics / Finance, Business & Economics, Textbooks, Business/Economics, Advertising & Promotion, Business & Economics / Marketing / General, Brand name products, Manag
The Physical Object
FormatHardcover
ID Numbers
Open LibraryOL9286281M
ISBN 100130411507
ISBN 139780130411501

This book brings to surface the most relevant case studies for our time." — Scott Bedbury, CEO of Brandstream, author of A New Brand World "Strategic Brand Management, Second Edition, translates the complex science of branding into a practical manual of how to Strategic Brand Management, use, and promote brands/5(22).

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Description Strategic Brand Management, Second Edition PDF

Clear, succinct, and practical, Strategic Brand Management is the definitive text on building strong brands. Book Information Published February (3rd edition) | ISBN: (Paperback); (Hardcover). Strategic Brand Management 2nd Edition. ISBN: SKU: Strategic Brand Management approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie also integrates more traditional notions of the brand in terms of.

In Strategic Brand Management (2nd Edition), Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a systematic approach to understanding the key principles of building enduring book presents a cohesive framework for brand management that delineates the unique role of brands as a means of creating 5/5(1).

In Strategic Brand Management (2nd Edition), Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a systematic approach to understanding the key principles of building enduring book presents a cohesive framework for brand management that delineates the unique role of brands as a means of creating Author: Alexander Chernev.

For students, managers and senior executives studying Brand Management. A number of excellent books have been written about brands, but no book has really maximized those dimensions to the greatest possible extent, Strategic Brand Management sets the new bility: This item is out of print and has.

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Details Strategic Brand Management, Second Edition FB2

Editions for Strategic Brand Management: (Hardcover published in ), (Hardcover published in ), (), (H Cited by:   Keller, Strategic Brand Management 2e 'Over the last 25 years, hundreds, perhaps even thousands, of books have appeared on the subject of brands and branding but Strategic Brand Managementby Keller, given a global reach by Aperia and Georgson in this excellent European version, is surely the gold work is, quite simply, the best in its field.'/5(22).

Kevin Lane Keller is an international leader in the study of brands, branding, and strategic brand management, with research focused on improving marketing strategies through an understanding of consumer behavior. He has served as a consultant and advisor to marketers for some of the worlds most successful brands/5(8).

This revised and updated edition of Luxury Brand Management, the first comprehensive book on luxury brand management, looks at the world of branding today. Written by two renowned insiders, the book builds on this new, broader definition of luxury and examines more than internationally known brands from a wide range of industries.

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Get this from a library. Strategic brand management: a European perspective. [Kevin Lane Keller; Tony Apéria; Mats Georgson] -- Brand equity is the main focus of this book, which provides readers with a valuable perspective and a common denominator to interpret the potential effects and trade-offs of various strategies and.

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Incorporating the latest thinking and developments from both academia and industry, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions - and thus improving the long-term profitability of specific brand strategies.4/5(3).

Strategic Brand Management explores why brands are important, what they represent to consumers, and what should be done by firms to manage them properly.

The main focus of the book is on brand equity which provides marketers with a valuable perspective and a common denominator to interpret the potential effects and tradeoffs of various strategies and tactics for their brands.

The definitive guide to PR and communications—updated with the newest social media and brand-reputation tools and techniques. The most authoritative, comprehensive resource of its kind, The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition, is a gathering of 70 of the brightest, most influential figures in the field.

The definitive guide to PR and communications—updated with the newest social media and brand-reputation tools and techniques The most authoritative, comprehensive resource of its kind, The Handbook of Strategic Public - Selection from The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition, 2nd Edition [Book].

Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding.".

ISBN: OCLC Number: Description: 1 online resource: Contents: Table of Contents Guided tourPrefaceAbout the authorsAuthors' acknowledgementsPublisher's acknowledgements 1 Brands and brand managementPreviewWhat is a brand?Why do brands matter?Can anything be branded?What are the strongest brands?Branding.

Strategic Management: Concepts 2e by Frank T. Rothaermel combines quality and user-friendliness with rigor and relevance by synthesizing theory, empirical research, and practical applications in this new edition, which is designed to prepare students for the types of challenges they will face as managers in the globalized and turbulent business environment of the 21st : $ Strategic Brand Management provides a concise, flexible, and modern take on global brand management, with cutting-edge research and mini-cases and activities to engage students.

The book provides readers with an innovative framework that explains the four key aspects of strategic brand management: identifying and measuring, building, leveraging, and protecting brands.

Buy Strategic Brand Management by Kevin Lane Keller online at Alibris. We have new and used copies available, in 4 editions - starting at $ Shop now. Pearson Strategic Brand Management, Global Edition eBook For students, managers and senior executives studying Brand Management.

Keller's market leading strategic brand management book provides insights into profitable brand strategies by building, measuring, and managing brand equity. v Brief contents Prologue xxi Part I Introducing Strategic Management 1 1 Introducing strategy and strategy making 4 2 Thinking and acting strategically 43 3 Adopting a global perspective 78 4 Reading an uncertain future Part II Strategic Environments and Competitive Advantage 5 Identifying opportunity and risk 6 Reading the competitive environment 7 Analysing resources File Size: 3MB.

The Journal of Brand Management Volume 5 Number 6 'Strategic brand management' by Jean-Noel Kapferer (Kogan Page Ltd, London; Second Edition, ; ISBN ; pp; paperback; £) Today, branding, more than any other busi­ ness concept, provides the greatest leverage -make or break -for growing the organ­ : Chris Macrae.

This comprehensive second edition offers an exhaustive scientific analysis of various approaches to brand management developed over the past thirty years.

It also delivers a thorough understanding of the strategic and managerial implications of different brand perspectives. Strategic Marke ng Management 3e Chapter 1. Chapter 1 Strategy: Concepts, Developments, and Practices. Learning Objectives. Trace the conceptual developments in strategic thinking.

Learn how. - Buy Strategic Brand Management book online at best prices in India on Read Strategic Brand Management book reviews & author details and more at Free delivery on qualified orders/5(57).Strategic Brand Management provides fresh insight into the field of marketing and elaborates how to create powerful brands.

“Globalization” and “technology” are two mega forces that drive the world. The second edition captures these developments and their effect on the companies covered in the book.