Jean-Nol︠ Kapferer (Libri)

Jean-Nol︠ Kapferer Libri

Jean-Noël Kapferer è la principale autorità europea nella gestione del marchio, riconosciuto a livello internazionale per i suoi concetti e metodologie innovative. Le sue profonde analisi e raccomandazioni creative, derivanti da una prospettiva globale e un equilibrio tra teoria e pratica, lo affermano come uno dei massimi specialisti mondiali nel campo dei marchi. Kapferer è stato pioniere in concetti chiave della gestione moderna del marchio, promuovendo l'identità del marchio e un approccio olistico che considera i marchi come entità integrate piuttosto che semplici collezioni di attributi.

The New Strategic Brand Management

720pagine
26 ore di lettura

4,1(39)Aggiungi una valutazione

Praise and Reviews "the best book on brands yet"- Design Magazine"New exciting ideas and perspectives on brand building are offered that have been absent from our literature."- Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management"Managing a brand without reading this book is like driving a car without your license."- Haesun Lee, Senior Vice President of Marketing, AMOREPACIFIC Co, Korea"Kapferer's hierarchy of brands is an extrordinary insight"- Sam Hill and Chris Lederer, authors of The Infinite Asset, Harvard Business School Press"One of the definitive resources on branding for marketing professionals worldwide."- Vikas Kumar, The Economic Times, India"One of the best books on brand management. Kapferer is thought provoking and always able to create new insights on various brand related topics."- Rik Riezebos, CEO Brand Capital and director of EURIB / European Institute for Brand ManagementThe first two editions of Strategic Brand Management were published to great critical acclaim. The New Strategic Brand Management has been rewritten and fully revised to bring readers absolutely up-to-date with the dramatic changes that have taken place in brand management worldwide.Dealing with the concept and practice of brand management in its totality, it is packed with fresh examples and case studies of brands from all over the world, paying particular attention to global brands. It also looks at the hype surrounding branding and stresses the role of sound business decisions when building a brand. There are several new chapters, including:brand and business buildingthe challenge of growth in mature marketsmanaging retail brands.Plus completely new sections on innovation and its role in growing and reinventing brands, and corporate branding.The New Strategic Brand Management will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice.