A propos de cet article
Quantité : 1
Titre : Strategic Brand Management: New Approaches ...
Éditeur : Kogan Page Ltd
Date d'édition : 1992
Reliure : Hardcover
Etat du livre : Very Good
A propos de ce titre
While many companies now recognize that one of their most valuable assets is their brands, real brand management is still in its infancy. Brand management begins with a consistent strategy which aims to define and manage a brand's identity and, ultimately, guarantee long-term financial gains and competitive advantage. Most marketing books fall short of a strategic approach by taking a narrow view of branding and dealing more with the tactical aspects such as packaging, trademarks, logos and so on. "Strategic Brand Management" deals with the concept and practice of brand management in its totality. The author's account of every aspect of brand management aims to answer such pertinent questions as: how do you define a brand's core identity?; how many brands are enough in a specific market?; how far should a brand be extended?; how do you manage brands over time?; how should a brand's value be measured, tracked and controlled?; how do you manage a vast product range under a limited number of brands?; and how do you move from local to global branding? Packed with examples and case studies of brands throughout the world, the book is written from an international perspective, paying particular attention to the development of global brands. All types of brands are covered: product brands, corporate brands and both consumer and industrial products.About the Author:
Jean-Noël Kapferer is an internationally recognized authority on brands and brand marketing. A professor of marketing strategy at the HEC Graduate School of Management in France, Kapferer holds a PH. D. from Northwestern University and is also an active consultant to various U.S. corporations. He is the author of six books and several articles on branding, advertising, and communication.
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
Description de la librairie
We guarantee the condition of every book as it's described on the Abebooks web
sites. If you're
dissatisfied with your purchase (Incorrect Book/Not as Described/Damaged) or if
the order hasn't
arrived, you're eligible for a refund within 30 days of the estimated delivery
date. If you've changed
your mind about a book that you've ordered, please use the Ask bookseller a
question link to contact
us and we'll respond within 2 business days.
Shipping costs are based on books weighing 2.2 LB, or 1 KG. If your book order is heavy or oversized, we may contact you to let you know extra shipping is required.
Modes de paiement
acceptés par le vendeur