(Re)inventing the Brand

(Re)inventing the Brand

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A discussion of the practical realities of brand management. It 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; the rise of Carrefour-Promodes and Wal Mart; qthird-typeq distributor's brands; BSE; GM foods; and more. The book seeks to help readers understand the rules of brand management and how to put these rules into practice.The book seeks to help readers understand the rules of brand management and how to put these rules into practice.


Title:(Re)inventing the Brand
Author: Jean-Noël Kapferer
Publisher:Kogan Page Publishers - 2001
ISBN-13:

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