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" The new strategic brand management "
Jean-Noël Kapferer.
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BL
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| Record Number
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564523
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| Doc. No
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b393742
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| Main Entry
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Kapferer, Jean-Noël.
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| Title & Author
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The new strategic brand management : advanced insights and strategic thinking /\ Jean-Noël Kapferer.
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| Edition Statement
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5th ed.
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| Publication Statement
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London ;Philadelphia :: Kogan Page,, 2012.
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| Page. NO
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xviii, 492 p. :: ill.
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| ISBN
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9780749465155 (pbk.)
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9780749465162 (e-book)
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| Notes
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Two columns to the page.
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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pt. 1. Why is branding so strategic? -- pt. 2. The challenges of modern markets -- pt. 3. Creating and sustaining brand equity -- pt. 4. Brand valuation.
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| Abstract
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"Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but also has become synonymous with the topic itself. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-No︠l︡ Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of 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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| Subject
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Brand name products-- Management.
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| Dewey Classification
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658.8/343
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| LC Classification
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HD69.B7K37 2012eb
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| Added Entry
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ebrary, Inc.
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