Strategic Brand Management: A European Perspective | Paperback Textbook | Keller

Title: Strategic Brand Management: A European Perspective Type: Paperback Textbook Authors: Kevin Lane Keller, Tony Aperia, Mats Georgson ISBN: ‎978-0273706328 Description: 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. In other words, brand equity can be thought of as the marketing effects uniquely attributable to the brand. Condition: Book shows some wear from use, but it remains in excellent condition. All pages and cover are intact. Spine may show signs of wear. Pages may include limited notes and highlighting.