The New Strategic Brand Management 2012

The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity)
Jean-Noel Kapferer(Author)
Review
"If I had to use just one word to describe this bookI would say it iscomprehensive..it provides guidance through the entire branding process..No aspect of brand management is left untouched."
-Michael Baicoianu, Branduniq.com
Praise for earlier edition:
"A magisterial work on brands." -Joual of Product & Brand Management
"After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature." -Philip Kotler
"An authoritative, well-researched book." -getAbstract.com
"A fully and highly informative text..well written and brought to life through numerous appropriate examples." -Joual of the Market Research Society
"Kapferer continues to be on the leading edge." -Earl N Powell, President Emeritus, Design Management Institute
"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, European Institute for Brand Management
"The best book on brands!" -Design Magazine
"A solid contribution written with depth and insight. Irecommend it to all those who desire a further understanding of the various dimensions of brand management." -David Aaker, author ofManaging Brand Equity
"I have been 'blown away' by the depth of thinking, the rigour and the organized structure. It far surpasses anything Ihave encountered in the world of branding." -Scott Talgo, Managing Director at J Scott Consulting
Reviews from Amazon:
"..offers real new perspectives on the topic of brand management..it is helpful in understanding which steps should be taken at all stages of the brand evolution..Iwould recommend it to any student in management and to any manager who is willing to keep up-to-date with the latest theories and trends."
"..provides a remarkable holistic view of the mode business practices observed through the brand management perspective..a must [read]for every business leader and senior manager, strategic thinker and advanced business student..very original and inspiring."
About the Author
Jean-Noël Kapfereris an inteationally recognized authority on brands and brand management. A Professor of Marketing Strategy at HEC Graduate School of Management in France, he holds a PhD from Northweste University. He is also the author ofThe Luxury Strategy(Kogan Page).
Book Description