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

Copertina anteriore
Kogan Page Publishers, 2004 - 497 pagine
The first two editions of Strategic Brand Management were published to great critical acclaim. This New Strategic Brand Management has been rewritten and hugely revised to bring readers absolutely up-to-date with the dramatic changes that have taken place in brand management around the world. This title is far more than just a third edition but rather a whole new book for understanding today's brands and managing them efficiently in today's markets. The New Strategic Brand Management deals with the concept and practice of brand management in its totality. It is packed with fresh examples and case studies of brands from throughout the world and pays particular attention to global brands. This title also looks at the hype surrounding branding and insists on the role of sound business decisions when building a brand. There are completely new chapters on: distributor brands, business growth, and corporate brands and most substantial of all is a completely new section on innovation and its role in growing and reinventing brands. The New Strategic Brand Management will not disappoint followers of Jean-Noel Kapferer's unique style of exhaustive analysis and expert commentary.
 

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Sommario

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Copyright

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Informazioni sull'autore (2004)

Jean-NoŽl Kapferer

Jean-NoŽl 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 (USA) and is an active consultant to many European and US corporations . He is the author of six books, including the international best seller Strategic Brand Management, and Reinventing the Brand, both published by Kogan Page.

Informazioni bibliografiche