The New Strategic Brand Management.: Creating and Substaining Brand Equity Long Term - Couverture souple

Kapferer, Jean-Noël

Couverture souple

ISBN 10 : 0749442832 ISBN 13 : 9780749442835

Editeur : Kogan Page Ltd, 2004

Synopsis

Praise and Reviews "the best book on brands yet" - Design Magazine "New exciting ideas and perspectives on brand building are offered that have been absent from our literature." - Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management "Managing a brand without reading this book is like driving a car without your license." - Haesun Lee, Senior Vice President of Marketing, AMOREPACIFIC Co, Korea "Kapferer's hierarchy of brands is an extrordinary insight" - Sam Hill and Chris Lederer, authors of The Infinite Asset, Harvard Business School Press "One of the definitive resources on branding for marketing professionals worldwide." - Vikas Kumar, The Economic Times, India "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, CEO Brand Capital and director of EURIB / European Institute for Brand Management The first two editions of Strategic Brand Management were published to great critical acclaim. The New Strategic Brand Management has been rewritten and fully revised to bring readers absolutely up-to-date with the dramatic changes that have taken place in brand management worldwide. Dealing with the concept and practice of brand management in its totality, it is packed with fresh examples and case studies of brands from all over the world, paying particular attention to global brands. It also looks at the hype surrounding branding and stresses the role of sound business decisions when building a brand. There are several new chapters, including: brand and business building the challenge of growth in mature markets managing retail brands. Plus completely new sections on innovation and its role in growing and reinventing brands, and corporate branding. The New Strategic Brand Management will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice.

A propos du livre

À propos de l?auteur

Jean-Noel Kapferer is an internationally recognized thought leader on brands and brand management. An Emeritus professor at HEC Paris, he holds a PhD from Northwestern University (USA) and is an active consultant to many European, Asian and American corporations. He is the author of 12 books, including The New Strategic Brand Management, The Luxury Strategy and Kapferer on Luxury, all published by Kogan Page.

Détails de l'édition

• Éditeur: Kogan Page Ltd
• Date d'édition: 2004
• Langue: anglais
• ISBN 10: 0749442832
• ISBN 13: 9780749442835
• Reliure: Broché
• Numéro d'édition: 3
• Nombre de pages: 496
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible