""Strategic Brand Management"" deals with the concept and practice of brand management in its totality. The new edition is packed with fresh examples and case studies of brands from throughout the world, and pays particular attention to the development of global brands. Three new chapters have been included which concentrate on the life span of brands by looking at: the sources of challenges to brand equity; factors which dictate a brand's life expectancy; and revitalisation strategies for declining brands. More attention is now given to multi-brand strategies and there is a new chapter on the growing practice of merging brands. Given the increasing attention paid to brands by the business to business sector, the service sector and producers of luxury goods, much more reference is made to these markets.
"Sinopsis" puede pertenecer a otra edición de este libro.
Jean-Noël Kapferer is an expert on brand management. His book The New Strategic Brand Management (published by Kogan Page) is a key reference work for MBA programs worldwide. He holds the Pernod-Ricard Chair on Prestige and Luxury Management at HEC Paris. Also a consultant, he is a member of the board of a major luxury brand, and he frequently gives executive seminars on luxury in China, the US, Japan, Korea and India.Language Notes:
Text: English (translation)
Original Language: French
"Sobre este título" puede pertenecer a otra edición de este libro.
Descripción Kogan Page, 1997. Paperback. Estado de conservación: New. Never used!. Nº de ref. de la librería P110749420693
Descripción Kogan Page, 1997. Paperback. Estado de conservación: New. book. Nº de ref. de la librería M0749420693