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The New Strategic Brand Management - Advanced Insights and Strategic Thinking (Paperback, 5th Revised edition) Loot Price: R644
Discovery Miles 6 440
You Save: R61 (9%)
The New Strategic Brand Management - Advanced Insights and Strategic Thinking (Paperback, 5th Revised edition): Jean-Noel...

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The New Strategic Brand Management - Advanced Insights and Strategic Thinking (Paperback, 5th Revised edition)

Jean-Noel Kapferer

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List price R705 Loot Price R644 Discovery Miles 6 440 | Repayment Terms: R60 pm x 12* You Save R61 (9%)

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Adopted internationally by business schools and MBA programmes, 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. Using an array of international case studies, 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 topics such as putting culture and content into brands, the impact of private labels and the comeback of local brands. This updated fifth edition of The New Strategic Brand Management builds on its impressive reputation, including new information to enable students and practitioners to stay up to date with targeting, adding recent research and market knowledge to the discipline. With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka; plus models and frameworks such as the Brand Identity Prism; it remains at the forefront of strategic brand thinking.

General

Imprint: Kogan Page
Country of origin: United Kingdom
Release date: 2012
First published: 2012
Authors: Jean-Noel Kapferer
Dimensions: 245 x 189 x 23mm (L x W x T)
Format: Paperback - Trade
Pages: 512
Edition: 5th Revised edition
ISBN-13: 978-0-7494-6515-5
Categories: Books > Business & Economics > Business & management
Books > Business & Economics > Business & management > Business strategy
Books > Business & Economics > Business & management > Sales & marketing
Books > Business & Economics > Business & management > Sales & marketing > General
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LSN: 0-7494-6515-8
Barcode: 9780749465155

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