Download Ebook Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition
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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition
Download Ebook Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition
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Create profitable brand strategies by building, measuring, and managing brand equity Kevin Lane Keller is recognized as one of the international leaders in the study of strategic brand management and integrated marketing communications. In Strategic Brand Management: Building, Measuring, and Managing Brand Equity , 4th Edition Keller looks at branding from the perspective of the consumer, and provides a framework that helps students and managers identify, define, and measure brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world.
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Product details
Hardcover: 608 pages
Publisher: Pearson; 4th edition (August 20, 2012)
Language: English
ISBN-10: 0132664259
ISBN-13: 978-0132664257
Product Dimensions:
8.8 x 1.4 x 11.2 inches
Shipping Weight: 3 pounds (View shipping rates and policies)
Average Customer Review:
3.9 out of 5 stars
63 customer reviews
Amazon Best Sellers Rank:
#40,951 in Books (See Top 100 in Books)
I purchased this as a required textbook for a Strategic Marketing course. In that regards it's perfect in that I have assigned readings from it, each week. It is not at all inspiring, dry in places, and some of the examples could be updated. For instance, their example regarding Apple is a great description of the company's brand associations and positioning of 10 years ago (the book still refers to them as Apple Computer) and makes no mention of any of the brand development that firm has undergone since. That said, it get's the concepts across, but I think if it hadn't been written a as a college textbook (in accocordance with a textbook publisher's business model) the information could have been transferred more effectively and inspiringly - in probably half to two thirds of the pages. I think the idea is if it weighs more, it must be worth more.As I said, it does the job. The writing is easy to understand. I'm learning things from it. I will not be keeping it past the end of semester.Through Amazon, I purchased it for half the price it was selling for at the University Co-op.
Downloaded this for a MS Marketing class, but still used a physical version, if I remember correctly.
I ordered this Ebook so I would be able to start my course ASAP and have now sat here for hours trying to figure out a way I can access the book to read since it apparently can't be read on Kindle Cloud reader for MAC or my personal kindle. What is the point in buying a "kindle" book if it goes to waste
This was required reading for me. I found this book to be dry much of the time, though loaded with interesting facts. What bothered me the. Out we're the amount of typos found within the text. It's a nit picky thing, but it bugged me nonetheless.
The one marketing book that I wish I would've bought instead of renting. It had such great material in it that I would honestly probably read some of it on my own just because. There's great cases within the book to show actual examples and makes things very easy to understand!
Book for school.
This textbook worked very well for class. There were no pages missing and it helped me to a good grade. I recommend this textbook to anyone taking this course, or just looking to learn more.
I like it.
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