ENGLISH

The New Strategic Brand Management: Advanced Insights and Strategic Thinking

By Jean-Noel Kapferer

Book information

Publisher
Kogan Page
Year
2012
ISBN
0749465158, 9780749465155
Language
english
Format
PDF
Filesize
7 MB (7462942 bytes)
Series
New Strategic Brand Management: Creating & Sustaining Brand Equity
Edition
Fifth Edition
Pages
512\512
Time added
2014-05-04 18:07:01

Description

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. Explaining the latest techniques used by companies worldwide, author Jean-Noël 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 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.

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