The New Strategic Brand Management: Advanced Insights and Strategic ThinkingKogan Page Publishers, 3 de jan. de 2012 - 512 páginas Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and strategy today, written by the leading international expert of branding, Jean-Noël Kapferer. |
Conteúdo
1 | |
5 | |
Part Two The challenges of modern markets | 119 |
Part Three Creating and sustaining brand equity | 179 |
Part Four Brand valuation | 439 |
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The New Strategic Brand Management: Advanced Insights and Strategic Thinking Jean-Noël Kapferer Prévia não disponível - 2012 |