The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term

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9780749450854: The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term

Adopted internationally by business schools, MBA programmes and marketing practitioners alike, "The New Strategic Brand Management" is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but also has become synonymous with the topic itself. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noel Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. With both gravitas and intelligent insight, the book reveals new thinking on a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more. Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company.

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Descrizione del libro:

The New Strategic Brand Management will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice.

L'autore:

Jean-Noël Kapferer is an internationally recognized authority on brands and brand management. A Professor of marketing strategy at HEC Graduate School of Management in France, he holds a PhD from Northwestern University (USA) and is an active consultant to many European and US corporations. He is the author of six other books including Reinventing the Brand, published by Kogan Page. Jean-Noël Kapferer is an internationally recognized authority on brands and brand management. A Professor of marketing strategy at HEC Graduate School of Management in France, he holds a PhD from Northwestern University (USA) and is an active consultant to many European and US corporations. He is the author of six other books including Reinventing the Brand, published by Kogan Page.

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1.

Kapferer, Jean-Noël
Editore: Kogan Page (2008)
ISBN 10: 0749450851 ISBN 13: 9780749450854
Nuovi Paperback Quantità: 3
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Murray Media
(North Miami Beach, FL, U.S.A.)
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Descrizione libro Kogan Page, 2008. Paperback. Condizione libro: New. Codice libro della libreria P110749450851

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2.

Jean-Noel Kapferer
Editore: Kogan Page (2008)
ISBN 10: 0749450851 ISBN 13: 9780749450854
Nuovi Paperback Quantità: 1
Da
Ergodebooks
(RICHMOND, TX, U.S.A.)
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Descrizione libro Kogan Page, 2008. Paperback. Condizione libro: New. 4th. Codice libro della libreria DADAX0749450851

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