(Re)inventing the brand
Subtitle: can top brands survive the new market realities?
By: Jean-Noël Kapferer
Publisher: Kogan Page
Published: 2001
Place of publication: London
Language: eng
Number of pages: 234
Subjects: Product management; Brand name products
Other titles: Reinventing the brand
Description: 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and current thinking have been replete with the same simplistic models of branding, which are looking incresingly out of date.
Notes: Includes bibliographical references (p. 225-226) and index

Translated from the French