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Reinventing the Brand: Can Top Brands Survive the New Market Realities?By Jean-Noel Kapferer
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Nominated for the FNAC-Arthur Andersen Trophy for Best Business Book of the Year.
- Amazon Sales Rank: #4344362 in Books
- Brand: Brand: Kogan Page
- Published on: 2001-08-01
- Original language: English
- Number of items: 1
- Dimensions: 9.20" h x .78" w x 5.96" l, .81 pounds
- Binding: Paperback
- 234 pages
- Used Book in Good Condition
Review ""After reading Kapferer's book, you'll never again think of a brand as just a name. Several new exciting ideas and perspectives on brand building are offered that have been absent from our literature."" -- Philip Kotler, Northwestern University
From the Publisher Jean-Noel Kapferer is an internationally recognized authority on brands and brand management. A professor of marketing strategy at HEC School of Management in France, he holds a PhD from Northwestern University and is an active consultant to many European and US corporations. He is also the author of six books on branding, advertising and communication.
About the Author Jean-Noël Kapferer is an expert on brand management. His book The New Strategic Brand Management (published by Kogan Page) is a key reference work for MBA programs worldwide. He holds the Pernod-Ricard Chair on Prestige and Luxury Management at HEC Paris. Also a consultant, he is a member of the board of a major luxury brand, and he frequently gives executive seminars on luxury in China, the US, Japan, Korea and India.
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