Strategic Brand Management, by Keller, Kevin Lane
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- ISBN: 9780132664257 | 0132664259
- Cover: Hardcover
- Copyright: 8/10/2012
Incorporating the latest industry thinking and developments, 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.