[re]inventing the brand - Jean-Noel Kapferer

Are the "classical" rules of brand management obsolete? These rules were created over 50 years ago in the United States under very different market conditions and realities. Since then,textbooks and thinking have maintained the same simplistic models of branding and are looking increasingly out of date. The realities governing global and national markets have changed, creating a fantastic challenge for top brands to embrace, these include: mega-distribution power, new consumer power bolstered by the internet, new unconventional Internet competition, consumer fragmentation, media fragmentation, the revolution of the euro, the rise of local identities in reaction to globalization forces, and finally the "trust fallout" following the BSE crisis. In this discussion, Jean-Noel Kapferer examines these major issues and influences that are affecting the future of band management and shows us what is already at work in advanced companies worldwide. This title comprises over 30 accessible essays, all addressing key issues to stimulate and challenge the reader.

data wydania

2001 (data przybliżona)

ISBN

9780749435936

liczba stron

234

język

polski