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The New Strategic Brand Management

Advanced Insights and Strategic Thinking

Jean-Noël Kapferer

Buch (Taschenbuch, Englisch)
Buch (Taschenbuch, Englisch)
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  • The New Strategic Brand Management

    Kogan Page

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Beschreibung

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-Noël 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.




Jean-Noël Kapferer
is an internationally recognized authority on brands and brand management. A Professor of Marketing Strategy at HEC Graduate School of Management in France, he holds a PhD from Northwestern University. He is also the author of
The Luxury Strategy (Kogan Page).

"New exciting ideas and perspectives on brand building" -- Philip Kotler Philip Kotler "Kapferer's book is one of the cornerstones of brand management in MBA programs today" -- Anand P Rarnan, Senior Editor Harvard Business Review "A magisterial work on brandsJournal of Product & Brand Management" Journal of Product & Brand Management

Produktdetails

Einband Taschenbuch
Herausgeber Jon Finch
Seitenzahl 512
Erscheinungsdatum 01.01.2012
Sprache Englisch
ISBN 978-0-7494-6515-5
Verlag Kogan Page
Maße (L/B/H) 24.6/18.9/2.7 cm
Gewicht 980 g
Auflage 5th edition
Verkaufsrang 22263

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  • Introduction: Building the brand when the clients are empowered

    Part One Why is branding so strategic?
    1. Brand equity in question
    2. Strategic implications of branding
    3. Brand and business models
    4. Brand diversity: how specific are different sectors?
    5. Managing retail brands

    Part Two The challenges of modern markets
    6. The new brand management
    7. Brand identity and positioning

    Part Three Creating and sustaining brand equity
    8. Launching the brand
    9. Growing the brand
    10. Sustaining a brand long term
    11. Brand and products: identity and change
    12. Growth through brand extensions
    13. Brand architecture
    14. Multi-brand portfolios
    15. Handling name changes and brand transfers
    16. Brand turnaround and rejuvenation
    17. Managing global brands

    Part Four Brand valuation
    18. Financial evaluation and accounting for brands