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"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…mehr

Produktbeschreibung
"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"--
  • Produktdetails
  • Verlag: Kogan Page Ltd
  • 5 Revised edition
  • Erscheinungstermin: Januar 2012
  • Englisch
  • Abmessung: 246mm x 191mm x 32mm
  • Gewicht: 998g
  • ISBN-13: 9780749465155
  • ISBN-10: 0749465158
  • Artikelnr.: 33768726
Autorenporträt
Jean-Noël Kapferer
Inhaltsangabe
Chapter
00: Introduction: Building the brand when the clients are empowered; Section
ONE: Why is branding so strategic?; Chapter
01: Brand equity in question; Chapter
02: Strategic implications of branding; Chapter
03: Brand and business models; Chapter
04: Brand diversity: how specific are different sectors?; Chapter
05: Managing retail brands; Section
TWO: The challenges of modern markets; Chapter
06: The new brand management; Chapter
07: Brand identity and positioning; Section
THREE: Creating and sustaining brand equity; Chapter
08: Launching the brand; Chapter
09: Growing the brand; Chapter
10: Sustaining a brand long term; Chapter
11: Brand and products: identity and change; Chapter
12: Growth through brand extensions; Chapter
13: Brand architecture; Chapter
14: Multi
brand portfolios; Chapter
15: Handling name changes and brand transfers; Chapter
16: Brand turnaround and rejuvenation; Chapter
17: Managing global brands; Section
FOUR: Brand valuation; Chapter
18: Financial valuation and accounting for brands