000			01642 a2200193 4500
008			230808b |||||||| |||| 00| 0 eng d
020			_a978-0-7494-6515-5
082			_a659 _bKAP
100			_aKapferer, Jean-Noel
245			_aThe New Strategic Brand Management: _bAdvanced Insights and Strategic Thinking
250			_a5th
260			_bKogan Page Ltd _c2012 _aLondon
300			_a492 p.
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"-- Provided by publisher. Source: https://www.worldcat.org/title/new-strategic-brand-management-advanced-insights-and-strategic-thinking/oclc/787845047
650			_aBrand Management
650			_aStrategic Thinking
906			_aMarketing
942			_c1 _2ddc
999			_c97972 _d97972