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ID:52468386
大小:7.49 MB
页数:512页
时间:2020-03-27
《品牌高效管理新策略The new strategic brand management:advanced insights and strategic thinking外文翻译.pdf》由会员上传分享,免费在线阅读,更多相关内容在应用文档-天天文库。
1、iTheNewStrategicBrandManagementii‘AfterreadingKapferer’sbook,you’llneveragainthinkofabrandasjustaname.Severalexcitingnewideasandperspectivesonbrandbuildingareofferedthathavebeenabsentfromourliterature.’PhilipKotler,NorthwesternUniversity‘Arealthoughtprovokerformarketingandbusinesspeople.StrategicB
2、randManagementisanessentialtooltodevelopstrongmarketingstrategy.’PDesaulles,VicePresident,DuPontdeNemoursEurope‘Asolidcontributionwrittenwithdepthandinsight.Irecommendittoallthosewhodesireafurtherunderstandingofthevariousdimensionsofbrandmanagement.’DavidAAaker,UniversityofCaliforniaatBerkeley,and
3、authorofManagingBrandEquity‘Thebestbookonbrandsyet.Itisaninvaluablereferencefordesigners,marketingandbrandmanagers.’DesignMagazine‘Oneofthebestbooksonbrandmanagement.Kapfereristhoughtprovokingandalwaysabletocreatenewinsightsonvariousbrandrelatedtopics.’RikRiezebos,CEOBrandCapitalanddirectorofEURIB
4、/EuropeanInstituteforBrandManagement‘Oneofthedefinitiveresourcesonbrandingformarketingprofessionalsworldwide.’TheEconomicTimes,India‘JeanNoëlKapferer’shierarchyofbrandswithsixlevelsofbrandsisanextraordinaryinsight.’SamHillandChrisLederer,authorsofTheInfiniteAsset,HarvardBusinessSchoolPress‘Afreshp
5、erspectiveonbrandingthatiseasytounderstandandinspirational.Ibelieveittobethefinestbookonthesubjectinthemarketplacetoday.’MarshaLindsay,PresidentandCEO,Lindsay,StoneandBriggs‘Thetreatmentofbrand-productstrategies,brandextensionsandfinancialevaluationsarealsostrengthsofthebook.’JournalofMarketing‘A“
6、thinkbook”.Itdealswiththeveryessenceandcultureofbranding.’InternationalJournalofResearchinMarketing‘Anauthoritativeanalysisaboutestablishinganidentityandexploitingit.’DailyTelegraph‘Afullandhighlyinformativetext...wellwrittenandbroughttolifethroughnumerousappropriateexamples.’JournaloftheMarketRes
7、earchSocietyiiiFIFTHEDITIONTheNewStrategicBrandManagementAdvancedinsightsandstrategicthinkingJean-NoëlKapfererivPublisher’snoteEverypossibleefforthasbeenmadetoensurethattheinformationcontainedinthisbookisaccurate
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