STRATEGIC BRAND MANAGEMENT: BUILDING, MEASURING, AND MANAGING BRAND EQUITY, 5TH GLOBAL EDITION IAS132 Service-Dominant Logic presents a major

Service-Dominant Logic presents a major paradigm shift in thinking about value creation and markets

object-oriented programming

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STRATEGIC BRAND MANAGEMENT: BUILDING, MEASURING, AND MANAGING BRAND EQUITY, 5TH GLOBAL EDITION IAS132 Service-Dominant Logic presents a majorCreate profitable brand strategies by building, measuring, and managing brand equity Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over