by Jean-Noël Kapferer · Kogan Page Business Books · tapa blanda · ISBN 9780749442835
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«The New Strategic Brand Management» is Jean-Noël Kapferer's essay on brand management, published by Kogan Page in paperback (720 pages, in English).
The book examines the concept and practice of brand management and explains how to create and sustain long-term brand equity. It includes chapters on brand and business building, growth in mature markets, retail brands, innovation and corporate branding, with international examples and cases.
The 2004 edition revises and expands Jean-Noël Kapferer's previous work on strategic brand management, with special attention to global brands.
It is aimed at marketing professionals and brand managers seeking to understand and apply the new rules of brand management.
