The new strategic brand management advanced insights and strategic thinking

"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...

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Bibliographic Details
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.

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Table of contents

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072 7 |a 005  |x Management. Řízení  |2 Konspekt  |9 4 
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100 1 |a Kapferer, Jean-Noël  |7 vse2005290935  |4 aut 
245 1 4 |a The new strategic brand management  |h [elektronický zdroj] :  |b advanced insights and strategic thinking /  |c Jean-Noël Kapferer 
250 |a 5th ed. 
260 |a London ;  |a Philadelphia :  |b Kogan Page,  |c 2012 
300 |a 1 online zdroj (xviii, 492 s.) :  |b il. 
520 |a "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 
504 |a Obsahuje bibliografii a rejstřík 
506 |a Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty univerzity 
533 |a Elektronická reprodukce EBSCO 
650 0 7 |a řízení značky  |7 ph205089  |2 czenas 
650 0 7 |a strategický management  |7 ph116291  |2 czenas 
650 0 9 |a brand management  |2 eczenas 
650 0 9 |a strategic planning  |2 eczenas 
655 7 |a příručky  |7 fd133209  |2 czenas 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 9 |a handbooks, manuals, etc  |2 eczenas 
655 9 |a electronic books  |2 eczenas 
710 2 |a EBSCO Publishing (firma)  |7 ko2003184421 
776 0 8 |i Tištěná verze:  |a Kapferer, Jean-Noël.  |t New strategic brand management.  |b 5th ed.  |d London ; Philadelphia : Kogan Page, 2012  |z 978-0-7494-6515-5  |w (DLC) 2011032358  |w (OCoLC)731912794 
856 4 0 |u http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=429882&authtype=ip,shib&custid=s3936755  |y Plný text 
910 |a ZLD002 
992 |a BK  |b SK  |c EBOOK-TN  |c EBSCO 
999 |c 72499  |d 72499 

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