The new strategic brand management : advanced insights and strategic thinking /
"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...
Guardado en:
| Autor principal: | |
|---|---|
| Formato: | Libro |
| Lenguaje: | Inglés |
| Publicado: |
London ; Philadelphia :
Kogan Page,
2012.
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| Edición: | 5th ed. |
| Materias: | |
| Aporte de: | Registro referencial: Solicitar el recurso aquí |
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| 050 | 0 | 0 | |a HD69.B7 |b K37 2012 |
| 082 | 0 | 0 | |a 658.8/343 |2 23 |
| 100 | 1 | |a Kapferer, Jean-Noël. | |
| 245 | 1 | 4 | |a The new strategic brand management : |b advanced insights and strategic thinking / |c Jean-Noël Kapferer. |
| 250 | |a 5th ed. | ||
| 260 | |a London ; |a Philadelphia : |b Kogan Page, |c 2012. | ||
| 300 | |a xviii, 492 p. : |b il. ; |c 25 cm. | ||
| 504 | |a Incluye referencias bibliográficas (p. 469-481) e índice. | ||
| 505 | 0 | |a Introduction : Building the brand when the clients are empowered -- Part I. Why is branding so strategic?: 1. Brand equity in question -- 2. Strategic implications of branding -- 3. Brand and business models -- 4. Brand diversity: how specific are different sectors? -- 5. Managing retail brands -- Part II. The challenges of modern markets: 6. The new brand management -- 7. Brand identity and positioning -- Part III. Creating and sustaining brand equity: 8. Launching the brand -- 9. Growing the brand -- 10. Sustaining a brand long term -- 11. Brand and products: identity and change -- 12. Growth through brand extensions -- 13. Brand architecture -- 14. Multi-brand portfolios -- 15. Handling name changes and brand transfers -- 16. Brand turnaround and rejuvenation -- 17. Managing global brands -- Part IV. Brand valuation: 18. Financial evaluation and accounting for brands. | |
| 520 | |a "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-Nol︠ 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." --Descripción del editor. | ||
| 650 | 0 | |a Brand name products |x Management. | |
| 650 | 7 | |a Productos de marca |x Administración. |2 UDESA | |