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The New Strategic Brand Management

Advanced Insights and Strategic Thinking

Weitere Formate

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-Noël 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.
Portrait
Jean-Noël Kapferer
Zitat
"New exciting ideas and perspectives on brand building" -- Philip Kotler Philip Kotler "Kapferer's book is one of the cornerstones of brand management in MBA programs today" -- Anand P Rarnan, Senior Editor Harvard Business Review "A magisterial work on brandsJournal of Product & Brand Management" Journal of Product & Brand Management
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  • Chapter - 00: Introduction: Building the brand when the clients are empowered; Section - ONE: Why is branding so strategic?; Chapter - 01: Brand equity in question; Chapter - 02: Strategic implications of branding; Chapter - 03: Brand and business models; Chapter - 04: Brand diversity: how specific are different sectors?; Chapter - 05: Managing retail brands; Section - TWO: The challenges of modern markets; Chapter - 06: The new brand management; Chapter - 07: Brand identity and positioning; Section - THREE: Creating and sustaining brand equity; Chapter - 08: Launching the brand; Chapter - 09: Growing the brand; Chapter - 10: Sustaining a brand long term; Chapter - 11: Brand and products: identity and change; Chapter - 12: Growth through brand extensions; Chapter - 13: Brand architecture; Chapter - 14: Multi-brand portfolios; Chapter - 15: Handling name changes and brand transfers; Chapter - 16: Brand turnaround and rejuvenation; Chapter - 17: Managing global brands; Section - FOUR: Brand valuation; Chapter - 18: Financial valuation and accounting for brands
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Beschreibung

Produktdetails

Einband Taschenbuch
Herausgeber Jon Finch
Seitenzahl 492
Erscheinungsdatum 01.01.2012
Sprache Englisch
ISBN 978-0-7494-6515-5
Verlag Kogan Page
Maße (L/B/H) 24.6/19.1/3.2 cm
Gewicht 1017 g
Auflage 5th edition
Buch (Taschenbuch, Englisch)
Buch (Taschenbuch, Englisch)
Fr. 69.90
Fr. 69.90
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inkl. gesetzl. MwSt.
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