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The New Strategic Brand Management

Una guida completa per una strategia di marca efficace, incentrata sl casi di studio concreti relativi al branding del lusso, mass market e B2B.
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The New Strategic Brand Management
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Jean-Noël Kapferer

Jean-Noël Kapferer holds a Ph.D. from Kellogg Business School (Northwestern University, USA) and is the Pernod-Ricard Chair on the Management of Prestige Brands. He teaches Luxury Management at prestigious institutions in China, Korea, and Japan and at HEC in France, where he also supervises doctoral dissertations. A renowned expert in brand identity and strategic brand management, Kapferer has published over 100 articles in top marketing journals and authored fifteen influential books, including Strategic Brand Management and The Luxury Strategy. He consults for leading international corporations on brand strategy and is a sought-after speaker at global conferences.



(Source: hec.edu)

Jean-Noël Kapferer holds a Ph.D. from Kellogg Business School (Northwestern University, USA) and is the Pernod-Ricard Chair on the Management of Prestige Brands. He teaches Luxury Management at prestigious institutions in China, Korea, and Japan and at HEC in France, where he also supervises doctoral dissertations. A renowned expert in brand identity and strategic brand management, Kapferer has published over 100 articles in top marketing journals and authored fifteen influential books, including Strategic Brand Management and The Luxury Strategy. He consults for leading international corporations on brand strategy and is a sought-after speaker at global conferences.



(Source: hec.edu)

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