The New Strategic Brand Management : Creating and Sustaining Brand Equity Long Term
Kapferer, Jean-Noël
The New Strategic Brand Management : Creating and Sustaining Brand Equity Long Term - 2nd ed. - London : Kogan Page, 2003. - 443p.
includes bibliographic references and index.
This in-depth account of every aspect of brand management is destined to become the definitive book on the topic for many years to come. Packed with examples and case studies, it pays particular attention to the development of global brands.
0749420693
Brand name products--Management
Product management
Strategic planning
HD69.B7
The New Strategic Brand Management : Creating and Sustaining Brand Equity Long Term - 2nd ed. - London : Kogan Page, 2003. - 443p.
includes bibliographic references and index.
This in-depth account of every aspect of brand management is destined to become the definitive book on the topic for many years to come. Packed with examples and case studies, it pays particular attention to the development of global brands.
0749420693
Brand name products--Management
Product management
Strategic planning
HD69.B7