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The new strategic brand management : creating and sustaining brand equity long term

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Adopted internationally by business schools, MBA programs, and marketing practitioners, The New Strategic Brand Management is the reference source of choice for senior strategists, positioning professionals and postgraduate students. Over the years it has established a reputation as one of the leading works on brand strategy. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Explaining the latest techniques used by companies worldwide, author Jean-Noel Kapferer covers all the leading issues faced by brand strategists today, supported by numerous international case studies. With both gravitas and intelligent insight, the book reveals new thinking on an array of topics including: brand architecture and diversity strategies; market adaptation approaches; and positioning in the private label and store brand environment.

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Availability

Detail Information

Series Title

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Call Number

650.1 JEA t

Publisher

United Kingdom : Les Editions d\'Organisation., 2008

Collation

xvi + 560 p.: ill.

Language

English

ISBN/ISSN

978-0-7494-5085-4

Classification

650.1

Content Type

text

Media Type

unmediated

Carrier Type

online resource

Edition

Ed. 4

Subject(s)

Management
Management Strategic

Specific Detail Info

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Statement of Responsibility

Jean-Noel Kapferer

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