品牌高效管理新策略The new strategic brand management：advanced insights and strategic thinking外文翻译.pdf

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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