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"After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new 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, USA "A solid contribution written with depth and insight. I recommend it to all those who desire a further understanding of the various dimensions of brand management." David A Aaker, University of California at Berkeley, and author of Managing Brand Equity "Kapferer continues to be on the leading edge" Earl N. Powell , President, Design Management Institute, Boston, USA "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 "A heavyweight publication in every sense of the word." "If your work involves coping with problems of contemporary brand management on a daily basis you would be well advised to have a copy at arms reach." Marketing, May 2008 "This comprehensive reference covers theory and example cases from around the world, for senior strategists, positioning professionals, and postgraduate students." Book News, Library Publication - USA, Spring 2008 "The best book on brands!" Design Magazine "Kapferer's hierarchy of brands is an extraordinary insight." Sam Hill and Chris Lederer, authors of The Infinite Asset, Harvard Business School Press, USA "One of the definitive resources on branding for marketing professionals worldwide." 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 the European Institute for Brand Management "Author Jean Noel Kapferer brings a brand management classic up to date." Brand Republic "A fresh perspective on branding that is easy to understand... I believe it to be the finest book on the subject in the marketplace today." Marsha Lindsay, President and CEO, Lindsay, Stone and Briggs "An authoritative, well-researched textbook...author Jean-Noel Kapferer uses vivid examples of real companies and products to make his points." GetAbstract "In addition to the branding process, this new edition also covers other aspects of brand management: brand extensions, name changes, brand revitalization, and global brand management." Choice Magazine "Updated and transformed new edition covers strategic brand management, presenting theory and first-hand cases." Journal of Economic Literature "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 brands." Journal of Product & Brand Management "A real thought provoker for marketing and business people. Strategic Brand Management is an essential tool to develop strong marketing strategy." P Desaulles, Vice President, Du Pont de Nemours Europe "The treatment of brand-product strategies, brand extensions and financial evaluations are also strengths of the book." Journal of Marketing "A "think book". It deals with the very essence and culture of branding." International Journal of Research in Marketing "An authoritative analysis about establishing an identity and exploiting it." Daily Telegraph "A full and highly informative text... well written and brought to life through numerous appropriate examples." Journal of the Market Research SocietyReseña del editor:
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 a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more.
Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company.
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Descripción Kogan Page, 2008. Paperback. Condición: New. Never used!. Nº de ref. del artículo: P110749450851