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Author: Jean-Noël Kapferer
Publisher: Kogan Page Publishers
ISBN: 0749453494
Category : Business & Economics
Languages : en
Pages : 577
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Book Description
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 a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more. Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company.
Author: Jean-Noël Kapferer
Publisher: Kogan Page Publishers
ISBN: 0749453494
Category : Business & Economics
Languages : en
Pages : 577
Get Book Here
Book Description
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 a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more. Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company.
Author: Philippe Malaval
Publisher: Springer Science & Business Media
ISBN: 1461517370
Category : Business & Economics
Languages : en
Pages : 410
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Book Description
Strategy and Management of Industrial Brands is the first book devoted to business-to-business products and services. Looking at numerous companies, this book defines two brand objectives that are specific to the industrial and service sectors and which must be added to the traditional functions of branding: the minimization of risk as perceived by buyers, and the facilitation of the customer company's performance by the supplier brand. Different ways of classifying brands are suggested, providing a better understanding of brand strategies adopted by business-to-business companies, as well as new concepts such as brand `printability', `visibility', and `purchaseability'. Five major brand categories are dealt with in separate chapters: -entering goods brands; -intermediary equipment goods brands; -equipment goods brands; -business-to-business service brands; and -industrial distributor brands. From a practical point of view, the aim of the book is to address the main concerns of managers: How to create and protect brands? What type of visual identity is appropriate? How to manage international brands? An analysis of 1,500 industrial brands as well as 40 case studies are included in this book. These brands are used in both the industrial (automotive, building, aeronautics, IT, etc.) and consumer sectors (clothing, electronics, food packaging, telecommunications, etc.). This book has been written for professors and students of universities and business schools, as well as managers and people working in industry or the service sector.
Author: Giovanni Galizzi
Publisher: Springer Science & Business Media
ISBN: 3642487653
Category : Business & Economics
Languages : en
Pages : 637
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Book Description
New analysis and empirical evidence on several topics such as the determinants of shape and nature of the vertical relationships in the food system, the determinants of vertical co-ordination and competition, types and mechanisms of co-ordination as well as the consequences for competitiveness, consumer welfare and policy implications are provided. The focus is on vertical issues at different stages of the food chain with a particular emphasis on the increasing role played by retailers in shaping the vertical relationships in the food system through the development of food supply-chain management.
Author: Jean-Nol︠ Kapferer
Publisher: Kogan Page Publishers
ISBN: 9780749442835
Category : Business & Economics
Languages : en
Pages : 516
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Book Description
Praise and Reviews "the best book on brands yet"- Design Magazine"New exciting ideas and perspectives on brand building are offered that have been absent from our literature."- Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management"Managing a brand without reading this book is like driving a car without your license."- Haesun Lee, Senior Vice President of Marketing, AMOREPACIFIC Co, Korea"Kapferer's hierarchy of brands is an extrordinary insight"- Sam Hill and Chris Lederer, authors of The Infinite Asset, Harvard Business School Press"One of the definitive resources on branding for marketing professionals worldwide."- Vikas Kumar, The Economic Times, India"One of the best books on brand management. Kapferer is thought provoking and always able to create new insights on various brand related topics."- Rik Riezebos, CEO Brand Capital and director of EURIB / European Institute for Brand ManagementThe first two editions of Strategic Brand Management were published to great critical acclaim. The New Strategic Brand Management has been rewritten and fully revised to bring readers absolutely up-to-date with the dramatic changes that have taken place in brand management worldwide.Dealing with the concept and practice of brand management in its totality, it is packed with fresh examples and case studies of brands from all over the world, paying particular attention to global brands. It also looks at the hype surrounding branding and stresses the role of sound business decisions when building a brand. There are several new chapters, including:brand and business buildingthe challenge of growth in mature marketsmanaging retail brands.Plus completely new sections on innovation and its role in growing and reinventing brands, and corporate branding.The New Strategic Brand Management will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice.
Author: City of London College of Economics
Publisher: City of London College of Economics
ISBN:
Category : Education
Languages : en
Pages : 967
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Book Description
Overview The fun and easy way to build your brand and increase revenues. Content - Everything You Ever Wanted to Know About Branding - Building a Brand, Step-by-Step - Launching Your New Brand - The Care and Feeling of Your Brand - Protecting Your Brand - Ten Truths about Branding - Ten Branding Mistakes and How to Avoid Them - Resources for Brand Managers Duration 9 months Assessment The assessment will take place on the basis of one assignment at the end of the course. Tell us when you feel ready to take the exam and we’ll send you the assignment questions. Study material The study material will be provided in separate files by email / download link.
Author: Georgios I. Doukidis
Publisher: Springer Science & Business Media
ISBN: 3540270590
Category : Business & Economics
Languages : en
Pages : 253
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Book Description
The book focuses on the emerging techniques and technologies for supply chain management and collaboration as well as on the emerging relationships and the electronic transformations governing multichannel retailing. It aims at supporting retailers, consumer goods manufacturers and third parties applying the latest technological inventions to transform the value chain. It also attempts to guide practitioners to effectively proceed in employing new technologies to ignite consumer enthusiasm. Similarly, the objective of this book is to help companies target more accurately consumer and shopper wishes with focused investments, in shorter time, and with more success.
Author: Stewart Howe
Publisher: Routledge
ISBN: 1134517262
Category : Business & Economics
Languages : en
Pages : 248
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Book Description
As retailing becomes increasingly important in global economics, the similarities and differences of retailing from country to country are now more evident. This unique and timely study of retail structures across Europe, gives an insightful overview of the internationalization of retailing and asks important questions regarding the effectiveness of different retailing sectors. With chapters on Denmark, France, Germany, Greece, Italy, Spain and the United Kingdom, this contemporary study examines the extent to which Europe's increasingly homogenous environment applies to retailing. By considering overall structural and socio-economic variables of country-to-country retailing, it draws fascinating conclusions on efficiency and competition within the European Union. A major contribution to the field of European retail studies, this significant work in comparative legislation is essential reading for anyone studying retailing at postgraduate or undergraduate level or with an interest in comparative economics.
Author: Guy Miège
Publisher:
ISBN:
Category :
Languages : en
Pages : 688
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Book Description
Author: Guy Miege
Publisher:
ISBN:
Category :
Languages : en
Pages : 698
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Book Description
Author: Giovanni Battista de Rossi
Publisher:
ISBN:
Category : Catacombs
Languages : en
Pages : 714
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Book Description
