The new strategic brand management : advanced insights and strategic thinking / Jean-Noël Kapferer.

By:

Kapferer, Jean-Noël [author]

Material type: Text

TextLanguage: English London : Kogan Page , 2015Edition: Fifth editionDescription: XVIII, 492 pages : illustrations ; 25 cmContent type:

Text

Media type:

unmediated

Carrier type:

volume

ISBN:

9780749465155

Subject(s):

DDC classification:

23 658.8343

Summary: "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-Nol︠ ︡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"-- Provided by publisher..

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Text Books	UPM Female Campus Library FR	Business Administration College	658.8343 KJN (Browse shelf(Opens below))	c.1	Available		UPM0000007504
Text Books	UPM Male Campus Library FR	Business Administration College	658.8343 KJN (Browse shelf(Opens below))	c.2	Available		UPM0000007503

Browsing UPM Male Campus Library shelves, Shelving location: FR Close shelf browser (Hides shelf browser)

Previous								Next
Previous	658.8342 SLC Consumer behavior	658.8342 SLC Consumer behavior	658.8342 SMC Consumer behavior : buying, having, and being /	658.8343 KJN The new strategic brand management : advanced insights and strategic thinking	658.848 KWG Global marketing	658.848 KWG Global marketing	658.848 KWG Global marketing	Next

Includes bibliographical references and index.

"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-Nol︠ ︡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"-- Provided by publisher..

There are no comments on this title.

to post a comment.