The new strategic brand management advanced insights and strategic thinking

• Main Author: Kapferer, Jean-Noël (Author)
• Corporate Author: EBSCO Publishing (firma)
• Format: eBook
• Language: English
• Published: London ; Philadelphia : Kogan Page, 2012
• Edition: 5th ed.
• Subjects: řízení značky; strategický management; brand management; strategic planning; příručky; elektronické knihy; handbooks, manuals, etc; electronic books
• ISBN: 9780749465162; 978-0-7494-6515-5
• Physical Description: 1 online zdroj (xviii, 492 s.) : il.
• Access: Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty univerzity

"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-Noël 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"--Resumé vydavatele