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Strategic Brand Management: Creating and Sustaining Brand Equity Long Term
Strategic Brand Management Creating and Sustaining Brand Equity Long Term
Author: Jean-Noel Kapferer
Thousands of companies now recognize that brand names are their most valuable assets, but too often branding is merely a tactical decision, almost an afterthought. In this thought-provoking work, Jean-Noël Kapferer, an international authority on brand management and marketing, provides the most comprehensive model for strategic brand manage...  more »
ISBN-13: 9780749420697
ISBN-10: 0749420693
Publication Date: 6/1997
Pages: 443
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Publisher: Kogan Page
Book Type: Paperback
Members Wishing: 0
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