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The New Strategic Brand Management: Advanced Insights and Strategic Thinking

Description: Adopted internationally by business schools and MBA programmes, 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. Using an array of international case studies, Jean-Noel Kapferer covers all the leading issues faced by the brand strategist today. 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 and the comeback of local brands. This updated fifth edition of The New Strategic Brand Management builds on its impressive reputation by including new information to enable students and practitioners to stay up to date with targeting, adding recent research and market knowledge to the discipline. With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka, plus models and frameworks such as the Brand Identity Prism, it remains at the forefront of strategic brand thinking.

Price: 81.74 AUD

Location: Hillsdale, NSW

End Time: 2024-12-29T11:18:21.000Z

Shipping Cost: 24.93 AUD

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The New Strategic Brand Management: Advanced Insights and Strategic ThinkingThe New Strategic Brand Management: Advanced Insights and Strategic Thinking

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Return shipping will be paid by: Buyer

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Item must be returned within: 30 Days

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EAN: 9780749465155

UPC: 9780749465155

ISBN: 9780749465155

MPN: N/A

Book Title: The New Strategic Brand Management: Advanced Insig

Item Length: 24.5 cm

Number of Pages: 512 Pages

Language: English

Publication Name: The New Strategic Brand Management: Advanced Insights and Strategic Thinking

Publisher: Kogan Page Ltd

Publication Year: 2012

Subject: Marketing, Business

Item Height: 245 mm

Item Weight: 995 g

Type: Textbook

Author: Jean-Noel Kapferer

Item Width: 188 mm

Format: Paperback

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