The New Strategic Brand Management: Advanced Insights and Strategic Thinking - Brossura

Kapferer, Jean-Noël

Brossura

ISBN 10: 0749465158 ISBN 13: 9780749465155

Casa editrice: Kogan Page, 2012

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 fifth edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking, with dedicated sections for specific types of brands (luxury, corporate and retail), international examples, and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka. Explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by brand strategists today. With both gravitas and intelligent insight, the book reveals new thinking on topics such as putting culture and content into brands, the impact of private labels, the new dynamics of targeting and the comeback of local brands.

Su questo libro

Recensione:

"New exciting ideas and perspectives on brand building" (Philip Kotler)

"Kapferer's 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)

"If I had to use just one word to describe this book I would say it is comprehensive...it provides guidance through the entire branding process...No aspect of brand management is left untouched." (Michael Baicoianu, Branduniq.com)

"

Praise for the previous edition:

An authoritative, well-researched book.

" (getAbstract)

"A fully and highly informative text...well written and brought to life through numerous appropriate examples." (Journal of the Market Research Society)

"Kapferer continues to be on the leading edge." (Earl N Powell, President Emeritus, Design Management Institute)

"One of the best books on brand management. Kapferer is thought provoking and always able to create new insights on various brand related topics." (Rik Riezebos, European Institute for Brand Management)

"The best book on brands!" (Design Magazine)

"A solid contribution written with depth and insight. I recommend it to all those who desire a further understanding of the various dimensions of brand management." (David Aaker, author of Managing Brand Equity)

Descrizione del libro:

Reveals and explains the latest branding techniques used by companies worldwide

Includes expert advice on best practice for adding culture and content into brands

Enables students and practitioners to stay up to date with targeting, adding recent research and market knowledge to the discipline

Contains a section on brand valuation which illuminates the complex strategies behind how brands are ranked in the media

Su questa edizione

• Editore: Kogan Page
• Data di pubblicazione: 2012
• ISBN 10: 0749465158
• ISBN 13: 9780749465155
• Rilegatura: Copertina flessibile
• Numero edizione: 5
• Numero di pagine: 512