商品詳細

Kevin Lane Keller is recognized as one of the international leaders in the study of strategic brand management and integrated marketing communications. The sixteen cases he wrote for this book feature some of the world's most successful brands and companies, such as Apple, Intel, Nike, and DuPont. The marketers behind these brands and companies have all made noteworthy contributions to our understanding of the strategic brand management process and how to best build and manage brand equity. KEY TOPICS: Brand a new product (including commodity or ingredient products); Employ new marketing approaches to build brand equity and brand loyalty; Expand a brand into new geographical markets and channels; Establish a brand hierarchy and introduce brand extensions; Establish a sub-brand; Manage a brand across multiple categories and markets; Manage a corporate brand; Keep a brand strong over time; Revitalize a brand that gets into trouble; Build a cause-marketing brand. MARKET: Best Practice Cases in Branding, Strategic Brand Management, Fourth Edition, is exclusively available through the Pearson Custom Library. Contact your Pearson Representative, or go to www.pearsoncustomlibrary.com to create an all-in-one textbook with all case studies, or customized text with select case studies. This book is suggested for use with Strategic Brand Management, 4e, also by Kevin Lane Keller and published by Pearson.