01783cam a22002414a 450000100090000000300040000900500170001300800410003001000170007102000250008804000140011304200080012705000220013508200220015710000270017924501080020625000120031426000490032630000360037550400660041152009940047765000700147116897932OSt20250522114409.0110801s2012    enk      b    001 0 eng    a  2011032358  a9780749465155 (pbk.)  aKyULcKyU  apcc00aHD69.B7bK37 201200aHD69.B7 .K37 20121 aKapferer, Jean-Noël.14aThe new strategic brand management :badvanced insights and strategic thinking /cJean-Noël Kapferer.  a5th ed.  aLondon ;aPhiladelphia :bKogan Page,c2012.  axviii, 492 p. :bill. ;c25 cm.  aIncludes bibliographical references (p. [469]-481) and index.  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. 0aBrand name productsxSchool of Business and Education2Management