000			01982cam a22002774a 4500
001			16897932
005			20240904132756.0
008			110801s2012 enk b 001 0 eng
010			_a 2011032358
020			_a9780749465155
040			_aDLC _cDLC
041			_aeng
042			_apcc
050	0	0	_aHD69.B7 _bK37 2012
100			_aKapferer, Jean-Noël _92368 _eauthor
245	1	4	_aThe new strategic brand management _b: advanced insights and strategic thinking _c/ Jean-Noël Kapferer.
250			_aFifth edition.
260			_aLondon ; _aPhiladelphia ; _aNew Delhi : _bKogan Page, _c2012.
300			_axviii, 492 pages : _billustrations (black and white) ; _c25 cm.
504			_aIncludes bibliographical references (pages 469-481) and index.
520			_aAdopted 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.
526			_aB3ASP FLM: Marketing Strategic Approach
650		0	_aBrand name products _xManagement _92369
856			_uhttps://research.ebsco.com/linkprocessor/plink?id=fa4e10b1-5d03-3264-b8b1-5ab18daf3e51 _yeBook (5th Edition)
942			_2lcc
999			_c1361 _d1361