The new strategic brand management : creating and sustaining brand equity long term

By: Kapferer, Jean-NoëlMaterial type: TextTextLanguage: English Publication details: London ; Philadelphia : Kogan Page, 2008Edition: 4th ed., New edDescription: xv, 560 p. : ill. ; 25 cmISBN: 9780749450854 (alk. paper); 0749450851 (alk. paper)Subject(s): Brand name products | Quản lý thương hiệu | Chiến lượcDDC classification: 658.8 Online resources: Click here to access online Summary: The book reveals new thinking on a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more. Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company.
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Holdings
Item type Current library Call number Status Notes Date due Barcode Item holds
Sách London Sách London Đại học Thăng Long

Đại học Thăng Long

Kho đọc T1
658.8 Available 2015-05-05 BSC.00494
Sách London Sách London Đại học Thăng Long

Đại học Thăng Long

Kho đọc T1
658.8 Available 2015-05-05 BSC.00495
Sách London Sách London Đại học Thăng Long

Đại học Thăng Long

Kho đọc T1
658.8 Available 2015-05-05 BSC.00496
Sách London Sách London Đại học Thăng Long

Đại học Thăng Long

Kho đọc T1
658.8 Available 2015-05-05 BSC.00497
Sách London Sách London Đại học Thăng Long

Đại học Thăng Long

Kho đọc T1
658.8 Available 2015-05-05 BSC.00498
Total holds: 0

Includes bibliographical references (p. [531]-544) and index.

The book reveals new thinking on a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more. Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company.

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