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

By:

Kapferer, Jean-Noël [author]

Material type: Text

TextLanguage: English Publication details: London ; Philadelphia ; New Delhi : Kogan Page, 2012.Edition: Fifth edition.Description: xviii, 492 pages : illustrations (black and white) ; 25 cm.ISBN:

9780749465155

Subject(s):

Brand name products -- Management

LOC classification:

HD69.B7 K37 2012

Online resources:

eBook (5th Edition)

Courses that have reserved this title:

B3ASP FLM: Marketing Strategic Approach

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.

Holdings ( 3 )
Title notes ( 3 )

Holdings
Item type	Current library	Collection	Call number	Status	Barcode
Book	TBS Barcelona	Core Textbooks	HF5415.1255 KAP (Browse shelf(Opens below))	Available	B03286
Book	TBS Barcelona	Core Textbooks	HF5415.1255 KAP (Browse shelf(Opens below))	Available	B03407
Book	TBS Barcelona	Core Textbooks	HF5415.1255 KAP (Browse shelf(Opens below))	Not for loan	B03408

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Previous	HF5415.1255 CHA The new emerging market multinationals :four strategies for disrupting markets and building brands	HF5415.1255 DIN Nation branding : concepts, issues, practice	HF5415.1255 FOG Storytelling : branding in practice	HF5415.1255 KAP The new strategic brand management : advanced insights and strategic thinking	HF5415.1255 KAP The new strategic brand management : advanced insights and strategic thinking	HF5415.1255 KAP The new strategic brand management : advanced insights and strategic thinking	HF5415.1265 AND The longer long tail : how endless choice is creating unlimited demand	Next

Includes bibliographical references (pages 469-481) 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.

B3ASP FLM: Marketing Strategic Approach