Reinventing the Brand Can Top Brands Survive the New Market Realities? |
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Author:
| Kapferer, Jean-Noël Kapferer, Jean-Noël |
ISBN: | 978-0-7494-3593-6 |
Publication Date: | Aug 2001 |
Publisher: | Kogan Page, Limited
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Book Format: | Paperback |
List Price: | USD $30.00 |
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.