Reinventing the Brand Can Top Brands Survive the New Market Realities? |
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| Author:
| Kapferer, Jean-Noël
Kapferer, Jean-Noël |
| Series title: | Kogan Page Ser. |
| ISBN: | 978-0-7494-3593-6 |
| Publication Date: | Jul 2001 |
| Publisher: | Kogan Page, Limited
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| Book Format: | Paperback |
| List Price: | AUD $43.99 |
Book Description:
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A discussion of the practical realities of brand management. Reinventing the Brand covers the major issues and influences that are affecting the future of brand marketing. These include: globalization; the arrival of the euro; the future role of the Internet; "third-type" distributor's brands; GM foods; and more.
A discussion of the practical realities of brand management. Reinventing the Brand covers the major issues and influences that are affecting the future of brand marketing. These include: globalization; the arrival of the euro; the future role of the Internet; "third-type" distributor's brands; GM foods; and more.