An edition of (Re)inventing the brand (2001)
(Re)inventing the brand
can top brands survive the new market realities?
By Jean-Noël Kapferer,Jean-Noel Kapferer,Jean-Nowl Kapferer
Publish Date
2001
Publisher
Kogan Page
Language
eng
Pages
229
Description:
Are the 'classical' rules of brand management obsolete? These rules were created over 50 years ago in the United States under very different market conditions and realities. Since then, textbooks and current thinking have been replete with the same simplistic models of branding, which are looking incresingly out of date.
subjects: Brand name products, Product management, Sales & marketing management, Business/Economics, Business & Economics, Business / Economics / Finance, Advertising & Promotion, Business & Economics / Advertising & Promotion, Business & Economics / Marketing / General, General, Markenartikel, Markenpolitik, Strategisches Management, Merknamen, Marketing