02178cam a2200337Ka 4500 6180128 20250905103243.0 m o d cr cnu---unuuu 120318s2012 enk ob 001 0 eng d 9780749465162 (electronic bk.) 9780749465155 (AU-PeEL)871552 (NhCcYBP)ybp7489027 (CaBVaU)6180128 NhCcYBP NhCcYBP UtOrBLW English HD69.B7 K37 2012 Kapferer, Jean-Noël 2368 The new strategic brand management : advanced insights and strategic thinking / Jean-Noël Kapferer. Fifth edition London ; Philadelphia : Kogan Page, 2012. 1 online resource ; Includes bibliographical references and index. "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"-- Provided by publisher. Brand name products Management 2369 Branding (Marketing) 6284 Electronic books. https://bibliotheque.tbs-education.fr/Default/doc/SYRACUSE/3391622/the-new-strategic-brand-management-advanced-insights-and-strategic-thinking-jean-noel-kapferer lcc 0 0 lcc 0 0 TBS TBS 2025-09-05 0 2025-09-05 1 https://bibliotheque.tbs-education.fr/Default/doc/SYRACUSE/3391622/the-new-strategic-brand-management-advanced-insights-and-strategic-thinking-jean-noel-kapferer 2025-09-05 EBOOK 4910 4910