The new strategic brand management : advanced insights and strategic thinking / Jean-Noël Kapferer.

By:

Kapferer, Jean-Noël

Publication details: London ; Philadelphia : Kogan Page, 2012.Edition: 5th edDescription: xviii, 492 p. : ill. ; 25 cmISBN:

9780749465155 (pbk.)

Subject(s):

Brand name products -- Management

DDC classification:

658.8/343 23

LOC classification:

HD69.B7 K37 2012

Summary: "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-Nol͡ 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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Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Ayesha Abed Library General Stacks	Ayesha Abed Library General Stacks	658.8343 KAP (Browse shelf(Opens below))	1	Available		3010027170

Total holds: 0

Includes bibliographical references (p. [469]-481) and index.

"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-Nol͡ 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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