000			02083cam a22002894a 4500
999			_c3444 _d3444
001			16897932
003			OSt
005			20250522114409.0
008			110801s2012 enk b 001 0 eng
010			_a 2011032358
020			_a9780749465155 (pbk.)
040			_aKyUL _cKyU
042			_apcc
050	0	0	_aHD69.B7 _bK37 2012
082	0	0	_aHD69.B7 .K37 2012
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.
520			_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 _xSchool of Business and Education _2Management
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cLLB