The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term
Edition 3 Revised edition
Publication Date 1 Jan 2004
OverviewThe first two editions of Strategic Brand Management were published to great critical acclaim. This New Strategic Brand Management has been rewritten and hugely revised to bring readers absolutely up-to-date with the dramatic changes that have taken place in brand management around the world. This title is far more than just a third edition but rather a whole new book for understanding today's brands and managing them efficiently in today's markets. The New Strategic Brand Management deals with the concept and practice of brand management in its totality. It is packed with fresh examples and case studies of brands from throughout the world and pays particular attention to global brands. This title also looks at the hype surrounding branding and insists on the role of sound business decisions when building a brand. There are completely new chapters on: distributor brands, business growth, and corporate brands and most substantial of all is a completely new section on innovation and its role in growing and reinventing brands. The New Strategic Brand Management will not disappoint followers of Jean-Noel Kapferer's unique style of exhaustive analysis and expert commentary. This title provides a through understanding of the new rules of brand management and how to put them into practice.
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