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The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term 4th edition (New Strategic Brand Management: Creating
Posted on 2010-04-13
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Author: Jean-Noel Kapferer
Publisher: Kogan Page (2008) Binding: Paperback, 576 pages pricer: $70.00 ISBN-10: 0749450851 editorialreviews Adopted international 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. 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. checked
Rating:
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