Libro · 2010 · Kevin Lane Keller, M. G. Parameswaran, Isaac Jacob

Strategic Brand Management

and provides all students with a valuable perspective, and a common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. By giving the students the foundation, the textbook allows for the broad exploration of a complicated subject. One of the important objectives of the book is to provide managers with concepts and techniques to improve the long term profitability of their brand strategies. Features Depth: The material in the book had to be presented in the context of a conceptual framework that was comprehensive, internally consistent and cohesive and well grounded in the academic and practitioner literature Breadth: The book had to cover all those topics that practicing managers and students of brand management found intriguing and/or important Relevance: Finally, the book had to be well-grounded in practice and easily related to past and present marketing activities, events and case studies Inclusion of new Branding Briefs and Science of Branding: New Branding Brief's and Science of Branding Brief's have been replaced as per the Indian context using Indian examples and companies to increase student's learning and understanding