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Kevin Keller: Strategic Brand Management [2011] trade paper back JOURN This is the big-picture perspectiveStrategic Brand Management 2e provides a comprehensive and up to date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long term profitability of their brand strategies. It incorporates current
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