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The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity) (Englisch) Taschenbuch – 3. Januar 2012


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  • The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity)
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Produktinformation

Produktbeschreibungen

Pressestimmen

Praise for earlier edition:

"A magisterial work on brands." - Journal of Product & Brand Management

"After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature." - Philip Kotler

"An authoritative, well-researched book." - getAbstract.com

"A fully and highly informative text...well written and brought to life through numerous appropriate examples." - Journal of the Market Research Society

"Kapferer continues to be on the leading edge." - Earl N Powell, President Emeritus, Design Management Institute

"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, European Institute for Brand Management

"The best book on brands!" - Design Magazine

"A solid contribution written with depth and insight. I recommend it to all those who desire a further understanding of the various dimensions of brand management." - David Aaker, author of "Managing Brand Equity "

"I have been 'blown away' by the depth of thinking, the rigour and the organized structure. It far surpasses anything I have encountered in the world of branding." - Scott Talgo, Managing Director at J Scott Consulting

Praise for earlier edition:
"A magisterial work on brands." - Journal of Product & Brand Management
"After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature." - Philip Kotler
"An authoritative, well-researched book." - getAbstract.com
"A fully and highly informative text...well written and brought to life through numerous appropriate examples." - Journal of the Market Research Society
"Kapferer continues to be on the leading edge." - Earl N Powell, President Emeritus, Design Management Institute
"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, European Institute for Brand Management
"The best book on brands!" - Design Magazine
"A solid contribution written with depth and insight. I recommend it to all those who desire a further understanding of the various dimensions of brand management." - David Aaker, author of "Managing Brand Equity "
"I have been 'blown away' by the depth of thinking, the rigour and the organized structure. It far surpasses anything I have encountered in the world of branding." - Scott Talgo, Managing Director at J Scott Consulting

"If I had to use just one word to describe this book I would say it is "comprehensive."..it provides guidance through the entire branding process...No aspect of brand management is left untouched."
- Michael Baicoianu, Branduniq.com
Praise for earlier edition:
"A magisterial work on brands." - Journal of Product & Brand Management
"After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature." - Philip Kotler
"An authoritative, well-researched book." - getAbstract.com
"A fully and highly informative text...well written and brought to life through numerous appropriate examples." - Journal of the Market Research Society
"Kapferer continues to be on the leading edge." - Earl N Powell, President Emeritus, Design Management Institute
"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, European Institute for Brand Management
"The best book on brands!" - Design Magazine
"A solid contribution written with depth and insight. I recommend it to all those who desire a further understanding of the various dimensions of brand management." - David Aaker, author of "Managing Brand Equity "
"I have been 'blown away' by the depth of thinking, the rigour and the organized structure. It far surpasses anything I have encountered in the world of branding." - Scott Talgo, Managing Director at J Scott Consulting
"Reviews from Amazon:
.".".offers real new perspectives on the topic of brand management...it is helpful in understanding which steps should be taken at all stages of the brand evolution...I would recommend it to any student in management and to any manager who is willing to keep up-to-date with the latest theories and trends."
..".provide


"If I had to use just one word to describe this bookI would say it is "comprehensive."..it provides guidance through the entire branding process...No aspect of brand management is left untouched."
--Michael Baicoianu, Branduniq.com
Praise for earlier edition:
"A magisterial work on brands." --Journal of Product & Brand Management
"After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature." --Philip Kotler
"An authoritative, well-researched book." --getAbstract
"A fully and highly informative text...well written and brought to life through numerous appropriate examples." --Journal of the Market Research Society
"Kapferer continues to be on the leading edge." --Earl N Powell, President Emeritus, Design Management Institute
"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, European Institute for Brand Management
"The best book on brands!" --Design Magazine
"A solid contribution written with depth and insight. Irecommend it to all those who desire a further understanding of the various dimensions of brand management." - David Aaker, author of "Managing Brand Equity-"
"I have been 'blown away' by the depth of thinking, the rigour and the organized structure. It far surpasses anything Ihave encountered in the world of branding." --Scott Talgo, Managing Director at J Scott Consulting"

Über den Autor und weitere Mitwirkende


Jean-Noel Kapferer is an internationally recognized authority on brands and brand management. A Professor of Marketing Strategy at HEC Graduate School of Management in France, he holds a PhD from Northwestern University. He is also the author of "The Luxury Strategy "(Kogan Page)."


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