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ISBN: 9780130411501
Este libro, escrito por Kevin Lane Keller, es una exploración exhaustiva de las marcas, el valor de marca y la gestión estratégica de marcas. Combina una base teórica sólida con técnicas y perspectivas prácticas para mejorar la toma de decisiones a corto y largo plazo, aumentando así la rentabilidad de las estrategias de marca. Se enfoca en el 'cómo' y el 'por qué', proporcionando directrices tácticas para planificar, construir, medir y gestionar el valor de marca. Incluye ejemplos y estudios de casos de marcas exitosas y no exitosas como Levi's Dockers, Intel Corporation, Nivea, Nike y Starbucks.
Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is best known for his work on brand management and for authoring Strategic Brand Management, a widely used textbook in the field. The book examines both the theoretical foundations and practical applications of brand management, offering frameworks and guidelines for building, measuring, and managing brand equity.
