"Examines the rules of the discipline and how to put them into practice in" ( todays market.)Reseña del editor:
Praise and Reviews
"the best book on brands yet"
- Design Magazine
"New exciting ideas and perspectives on brand building are offered that have been absent from our literature."
- Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management
"Managing a brand without reading this book is like driving a car without your license."
- Haesun Lee, Senior Vice President of Marketing, AMOREPACIFIC Co, Korea
"Kapferer's hierarchy of brands is an extrordinary insight"
- Sam Hill and Chris Lederer, authors of The Infinite Asset, Harvard Business School Press
"One of the definitive resources on branding for marketing professionals worldwide."
- Vikas Kumar, The Economic Times, India
"One of the best books on brand management. Kapferer is thought provoking and always able to create new insights on various brand related topics."
- Rik Riezebos, CEO Brand Capital and director of EURIB / European Institute for Brand Management
The first two editions of Strategic Brand Management were published to great critical acclaim. The New Strategic Brand Management has been rewritten and fully revised to bring readers absolutely up-to-date with the dramatic changes that have taken place in brand management worldwide.
Dealing with the concept and practice of brand management in its totality, it is packed with fresh examples and case studies of brands from all over the world, paying particular attention to global brands. It also looks at the hype surrounding branding and stresses the role of sound business decisions when building a brand. There are several new chapters, including:
brand and business building
the challenge of growth in mature markets
managing retail brands.
Plus completely new sections on innovation and its role in growing and reinventing brands, and corporate branding.
The New Strategic Brand Management will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice.
"Sobre este título" puede pertenecer a otra edición de este libro.
Descripción Softcover. Estado de conservación: New. 2nd Reprint edition. Brand New; Paperback; Black & White or Color International Edition. ISBN and Cover page may differ but similar contents as US edition. GET IT FAST in 3-5 business days by DHL/FEDEX with tracking number. Books printed in English. No shipping to PO Box/APO/FPO address. In some instances, the international textbooks may have different end chapter case studies and exercises. International Edition Textbooks may bear a label "Not for sale in the U.S. or Canada" and "Content may different from U.S. Edition" - printed only to discourage U.S. students from obtaining an affordable copy. The U.S. Supreme Court has asserted your right to purchase international editions, and ruled on this issue. Access code or CD is not provided with these editions, unless specified. We may ship the books from multiple warehouses across the globe, including India depending upon the availability of inventory storage. Customer satisfaction guaranteed. Nº de ref. de la librería INAB1417383
Descripción Kogan Page Business Books, 2004. Paperback. Estado de conservación: New. 2nd. Brand new gift quality softcover Please email for photos. Larger books or sets may require additional shipping charges. Books sent via US Postal. Nº de ref. de la librería 65363
Descripción Kogan Page Business Books, 2004. Paperback. Estado de conservación: New. Nº de ref. de la librería P110749442832
Descripción Kogan Page Business Books, 2004. Paperback. Estado de conservación: New. book. Nº de ref. de la librería 0749442832
Descripción Estado de conservación: Brand New. Book Condition: Brand New. Nº de ref. de la librería 97807494428351.0
Descripción Kogan Page Business Books, 2004. Paperback. Estado de conservación: New. New item. Nº de ref. de la librería QX-044-23-7486707