Adopted internationally by business schools, MBA programmes and marketing practitioners alike, "The New Strategic Brand Management" is...... more
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-Noel 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.
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