Zur Startseite gehen
0,00 €*
Cover: 9780749465155 | The New Strategic Brand Management | Jean-Noël Kapferer | Taschenbuch
Dekorationsartikel gehören nicht zum Leistungsumfang.
The New Strategic Brand Management
Advanced Insights and Strategic Thinking
Taschenbuch von Jean-Noël Kapferer
Sprache: Englisch

67,90 €*

inkl. MwSt.

Versandkostenfrei per Post / DHL

Lieferzeit 1-2 Wochen

Kategorien:
Beschreibung
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.
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.
Über den Autor

Jean-Noël Kapferer is an internationally recognized authority on brands and brand management. A Professor of Marketing Strategy at HEC Graduate School of Management in France, he holds a PhD from Northwestern University. He is also the author of The Luxury Strategy (Kogan Page).
Zusammenfassung
Contains a section on brand valuation which illuminates the complex strategies behind how brands are ranked in the media
Inhaltsverzeichnis
Introduction: Building the brand when the clients are empowered

Part One 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 Two The challenges of modern markets 6. The new brand management
7. Brand identity and positioning

Part Three 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 Four Brand valuation
18. Financial evaluation and accounting for brands
Details
Erscheinungsjahr: 2012
Fachbereich: Management
Genre: Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
Inhalt: Kartoniert / Broschiert
ISBN-13: 9780749465155
ISBN-10: 0749465158
Sprache: Englisch
Einband: Kartoniert / Broschiert
Autor: Kapferer, Jean-Noël
Redaktion: Finch, Jon
Auflage: 5th edition
Hersteller: Kogan Page
Maße: 246 x 189 x 27 mm
Von/Mit: Jean-Noël Kapferer
Erscheinungsdatum: 03.01.2012
Gewicht: 0,98 kg
Artikel-ID: 106893491
Über den Autor

Jean-Noël Kapferer is an internationally recognized authority on brands and brand management. A Professor of Marketing Strategy at HEC Graduate School of Management in France, he holds a PhD from Northwestern University. He is also the author of The Luxury Strategy (Kogan Page).
Zusammenfassung
Contains a section on brand valuation which illuminates the complex strategies behind how brands are ranked in the media
Inhaltsverzeichnis
Introduction: Building the brand when the clients are empowered

Part One 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 Two The challenges of modern markets 6. The new brand management
7. Brand identity and positioning

Part Three 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 Four Brand valuation
18. Financial evaluation and accounting for brands
Details
Erscheinungsjahr: 2012
Fachbereich: Management
Genre: Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
Inhalt: Kartoniert / Broschiert
ISBN-13: 9780749465155
ISBN-10: 0749465158
Sprache: Englisch
Einband: Kartoniert / Broschiert
Autor: Kapferer, Jean-Noël
Redaktion: Finch, Jon
Auflage: 5th edition
Hersteller: Kogan Page
Maße: 246 x 189 x 27 mm
Von/Mit: Jean-Noël Kapferer
Erscheinungsdatum: 03.01.2012
Gewicht: 0,98 kg
Artikel-ID: 106893491
Warnhinweis

Ähnliche Produkte

Diese Website verwendet Cookies, um eine bestmögliche Erfahrung bieten zu können. Mehr Informationen ...