000			01698nam a2200217 a 4500
005			20230823095200.0
001			00013878
008			130704s2012 enkab b 001 0 eng d
020			_a9780749465155 (pbk.)
040			_aDLC _cBD-DhIUB
082	0	0	_a658.8343 _223
100	1		_aKapferer, Jean-Noël.
245	1	4	_aThe new strategic brand management : _badvanced insights and strategic thinking / _cJean-Noël Kapferer.
250			_a5th ed.
260			_aLondon ; _aPhiladelphia : _bKogan Page, _c2012.
300			_axviii, 492 p. : _bill. ; _c25 cm.
504			_aIncludes bibliographical references (p. [469]-481) and index.
505			_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"-- _cProvided by publisher.
650		0	_aBrand name products _xManagement.
999			_c13920 _d13920
526			_bib