Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition

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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.