Learn how customer-based brand equity (CBBE) can be used to show how a brand’s success can be directly attributed to customers’ attitudes towards it.
Keller is acknowledged as a marketing- and branding guru. According to his students, professor Keller’s teaching style balances academic theory with real business examples perfectly. Currently, he is conducting multiple studies that address strategies to build, measure, and managebrand equity. Kevin ...
But there was little mention of what havenow become fundamental topics such as segmentation, targeting, and positioning.Concepts such as brand equity, customer value analysis, database marketing, e-commerce,value networks, hybrid channels, supply chain management, and integrated marketingcommunications ...