{"product_id":"strategic-brand-management","title":"Strategic Brand Management","description":"\u003cp\u003e''Over the last 25 years, hundreds, perhaps even thousands, of books have appeared on the subject of brands and branding but Strategic Brand Management by Keller, given a global reach by Aperia and Georgson in this excellent European version, is surely the gold standard. \u003cstrong\u003eThis work is, quite simply, the best in its field\u003c\/strong\u003e.''\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eJohn Murphy\u003c\/strong\u003e, founder of Interbrand.\u003c\/p\u003e \u003ch3\u003e\u003cstrong\u003eDevelop your brand management skills with practical insights from the industry\u003c\/strong\u003e\u003c\/h3\u003e \u003cp\u003e\u003cstrong\u003eStrategic Brand Management: A European Perspective\u003c\/strong\u003e, 2nd edition, by Kevin Lane Keller, Tony Aperia, and Mats Georgson, aims to equip managers with the tools and understanding to be able to improve the long-term profitability of their brand strategy.\u003c\/p\u003e \u003cp\u003eThis edition incorporates the latest thinking and developments from academics and industry professionals in the field, providing you with a balance of theory and practical knowledge. The chapters guide you systematically through the main topics, from the subject of brands to brand equity and strategic brand management, including the design and implementation of marketing programmes. The text also contains activities to guide your learning and teach you how to build, measure, and manage brand equity.\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eThe 2\u003csup\u003end\u003c\/sup\u003e edition contains a range of updated features to accommodate your learning, including:\u003c\/strong\u003e\u003c\/p\u003e \u003cul\u003e  \u003cli\u003e\n\u003cstrong\u003eAdditional cases and examples from well-known European brands\u003c\/strong\u003e are included to appeal to students outside the US.\u003c\/li\u003e  \u003cli\u003e\n\u003cstrong\u003eNew Brand Briefings\u003c\/strong\u003e spotlight brand management scenarios as experienced by real-life companies and organisations, showing you how brands are operated. Case studies for this edition include Google, Zara, \u0026amp; Ryanair\u003c\/li\u003e  \u003cli\u003e\n\u003cstrong\u003eFurther coverage\u003c\/strong\u003e of channel management and B2B research on brands, compared to the previous edition.\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eCombining practical insights with a strong theoretical foundation, this text will assist you in your day-to-day managerial decisions as well as long-term brand decisions.\u003c\/p\u003e \u003cp\u003e\u003c\/p\u003e","brand":"MediaPlace","offers":[{"title":"Default Title","offer_id":57319259111806,"sku":"NW9780273737872","price":80.54,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1379\/1261\/files\/9780273737872.jpg?v=1778727378","url":"https:\/\/mediaplace.com\/products\/strategic-brand-management","provider":"MediaPlace","version":"1.0","type":"link"}