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

Kapferer, Jean-Noel

Brossura

ISBN 10: 0749450851 ISBN 13: 9780749450854

Casa editrice: Kogan Page Ltd, 2008

Riassunto

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.

Su questo libro

Descrizione del libro:

Authoritative marketing and branding text used on professional and academic courses worldwide and a must-have reference for professionals

International examples and cases studies include Volkswagen; IKEA; Calvin Klein; Coca-Cola; and LOral

Supported by advertising in The Wall Street Journal Europe, Business Week and The Journal of Brand Management

Kapferers book is one of the cornerstones of brand management in MBA programs today.

Anand P Rarnan, Senior Editor, Harvard Business Review

A magisterial work on brands.

Journal of Product & Brand Management

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. His other books include Reinventing the Brand (also Kogan Page).

Su questa edizione

• Editore: Kogan Page Ltd
• Data di pubblicazione: 2008
• ISBN 10: 0749450851
• ISBN 13: 9780749450854
• Rilegatura: Copertina flessibile
• Numero edizione: 4
• Numero di pagine: 560