The twelve cases in this book, written by Kevin Lane Keller, one of the international leaders in the study of strategic brand management and integrated marketin

This package contains the following components: -013188865X: Best Practice Cases in Branding for Strategic Brand Management -0131888595: Strategic Brand Managem

Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equi

"The art of building sales is, to a large extent, the art of building brands. After reading Kapferer's book, you'll never again think of a brand as just a name.