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According to the American Marketing Association, 80 percent of all new brands fail. In such a competitive environment, it is essential for brand managers to have all the information they need at their fingertips to keep their brand at the leading edge of the market, and "Brand Rejuvenation" gives them just that. This book highlights the ageing problem that every brand can potentially face and investigates how companies can take steps to counter the ageing process. For brands today, the battle for survival is never-ending - there are millions of brands around the world and not enough space on the shelves and/or in the consumer's mind to hold them. With dozens of case studies and examples of brands across different industries, "Brand Rejuvenation" provides brand managers with lots of ideas and practical advice on how to implement brand rejuvenation and ageing prevention strategies.
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Brand Rejuvenation looks specifically at the challenges faced by existing brands in avoiding brand stagnation, and how to re-energise those brands that have become stale and ineffective.L'autore:
Jean-Marc Lehu is Associate Marketing Professor at Panthéon-Sorbonne University. A member of the OSES Research Centre on Transition Economics, he is also a consultant in marketing and communications and conducts research on customer loyalty and brand management. He has had several books and numerous articles published, including Branded Entertainment, also published by Kogan Page
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Descrizione libro Paperback. Condizione: Brand New. illustrated edition. 252 pages. 9.25x6.25x0.75 inches. In Stock. Codice articolo zk0749451467
Descrizione libro Condizione: New. New. Codice articolo Q-0749451467