The New Strategic Brand Management: Advanced Insights and Strategic Thinking

23. Juli 2014 verfasst von Jean-Noël Kapferer

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. 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.

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