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Leading Minds and Landmark Ideas In An Easily Accessible Format
From the preeminent thinkers whose work has defined an entire field to the rising stars who will redefine the way we think about business, The Harvard Business Review Paperback Series delivers the fundamental information today's professionals need to stay competitive in a fast-moving world.
With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. Harvard Business Review on Brand Management provides the latest strategies for maximizing the value of your brands and products. A Harvard Business Review Paperback.

Synopsis
Leading minds and landmark ideas in an easily accessible format from the preeminent thinkers whose work has defined an entire field to the rising stars and who will redefine the way we think about business, "The Harvard Business Review Paperback Series" delivers the fundamental information today's professionals need to stay competitive in a fast-moving world. With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. "Harvard Business Review on Brand Management" provides the latest strategies for maximizing the value of your brands and products. It is a "Harvard Business Review" paperback.

First Sentence
COSTS, MARKET FRAGMENTATION, and new media channels that let customers bypass advertisements seem to be in league against the old ways of marketing. Read the first page Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover

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The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term (New Strategic Brand Management: Creating & Sustaining Brand Equity) by Jean Noel Kapferer £33.25

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2 Reviews 5 star:    (0) 4 star:  (2) 3 star:    (0) 2 star:    (0) 1 star:    (0)           Average Customer Review (2 customer reviews)		Share your thoughts with other customers:
Most Helpful Customer Reviews   2 of 5 people found the following review helpful: Fantastic book using interesting case studies., 4 Mar 2002 By A Customer In this edition of the Harvard Business Review, experts on the subject get together and critically write about today examples. Specific cases studies of karket leaders as well as smaller firms are evaluated and analysed and famous Brand Managers give their opinions and advice. A great book to gain more insight into the world of branding, which I can only highly recommend to everyone interested in the subject area.  Comment | Permalink | Was this review helpful to you? (Report this)   Fantastic book using interesting case studies., 4 Mar 2002 By A Customer In this edition of the Harvard Business Review, experts on the subject get together and critically write about today examples. Specific cases studies of market leaders as well as smaller firms are evaluated and analysed and famous Brand Managers give their opinions and advice. A great book to gain more insight into the world of branding, which I can only highly recommend to everyone interested in the subject area.  Comment | Permalink | Was this review helpful to you? (Report this) › See all 2 customer reviews...		Search Customer Reviews Only search this product's reviews