|
Product Description
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 fifth edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking, 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. Explaining the latest techniques used by companies worldwide, author Jean-Noël 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, the new dynamics of targeting and the comeback of local brands.
Features
- Used Book in Good Condition
Customers Who Bought This Item Also Bought
- The Management of Luxury: An International Guide
- Principles of Business
- Guide to Fashion Entrepreneurship: The Plan, the Product, the Process
- Kapferer on Luxury: How Luxury Brands can Grow Yet Remain Rare
- The Business of Fashion: Designing, Manufacturing, and Marketing
- The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
- Designing Brand Identity: An Essential Guide for the Whole Branding Team
- Building Strong Brands
- Aaker on Branding: 20 Principles That Drive Success
- Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition
*If this is not the "The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Ma" product you were looking for, you can check the other results by clicking this link. Details were last updated on Nov 14, 2024 18:07 +08.