Best Practice Cases in Branding, Strategic Brand Management

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9780132664264: Best Practice Cases in Branding, Strategic Brand Management

Kevin Lane Keller is recognized as one of the international leaders in the study of strategic brand management and integrated marketing communications. The twelve 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.

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