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The New Strategic Brand Management
Danh mục: Quản trị kinh doanh
75.000 VND
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ISBN: 9780749450854
Nhà xuất bản: Kogan Page
Tác giả: Jean-Noel Kapferer
Số trang: 576
Năm xuất bản: 2008
Ngôn ngữ: Tiếng Anh
75.000 VND
75.000 VND
100.000 VND
130.000 VND
150.000 VND
Mô tả
Adopted internationally by business schools, MBA programs, and marketing practitioners, The New Strategic Brand Management is the reference source of choice for senior strategists, positioning professionals and postgraduate students. Over the years it has established a reputation as one of the leading works on brand strategy. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Explaining the latest techniques used by companies worldwide, author Jean-Noel Kapferer covers all the leading issues faced by brand strategists today, supported by numerous international case studies. With both gravitas and intelligent insight, the book reveals new thinking on an array of topics including: brand architecture and diversity strategies; market adaptation approaches; and positioning in the private label and store brand environment.
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