000			01986cam a22002894a 4500
001			vtls000346284
003			UG-KaMUL
005			20250614173055.0
010			_a 2011-032358
020			_a 9780749465155 (pbk.)
039			_a 202306211314 _b 623 _y 201909161229 _z 992
040			_a DLC _c DLC _d UG-KaMUL
082			_a 658.8/343 _2 23
092			_a 658.8343 KAP
100			_a Kapferer, Jean-Noel.
245			_a The new strategic brand management : _b advanced insights and strate gic thinking / _c Jean-Noel Kapferer.
250			_a 5th ed.
260			_a London ; _a Philadelphia : _b Kogan Page, _c 2012.
300			_a xviii, 492 p. : _b ill. ; _c 25 cm.
504			_a Includes bibliographical references (p. [469]-481) and index.
520			_a "Adopted internationally by business schools, MBA programmes and mar keting practitioners alike, The New Strategic Brand Management is simpl y the reference source for senior strategists, positioning professional s and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but also ha s become synonymous with the topic itself. The new edition builds on th is impressive reputation and keeps the book at the forefront of strateg ic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leadin g 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 co ntent into brands, the impact of private labels, the new dynamics of ta rgeting and the comeback of local brands"-- _c Provided by publisher.
650			_a Brand name products _x Management.
942			_2ddc _cBK
999			_c635563 _d635563