Adopted internationally by business schools, MBA programs, and marketing practitioners, The New Strategic Brand Management is the reference source of choice for senior strategists, positioning professionals and postgraduate students. Over the years it has established a reputation as one of the leading works on brand strategy. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Explaining the latest techniques used by companies worldwide, author Jean-Noel Kapferer covers all the leading issues faced by brand strategists today, supported by numerous international case studies. With both gravitas and intelligent insight, the book reveals new thinking on an array of topics including: brand architecture and diversity strategies; market adaptation approaches; and positioning in the private label and store brand environment.
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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. His other books include Reinventing the Brand (also Kogan Page).Review:
"An authoritative, well-researched book." -- getAbstract.com
"A magisterial work on brands." -- Journal of Product & Brand Management
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Descrizione libro Kogan Page, 2008. Paperback. Condizione libro: New. Codice libro della libreria P110749450851
Descrizione libro Kogan Page, 2008. Paperback. Condizione libro: New. 4th. Codice libro della libreria DADAX0749450851
Descrizione libro Kogan Page. PAPERBACK. Condizione libro: New. 0749450851 New Condition. Codice libro della libreria NEW6.0386046