000			01502nam a2200241 a 4500
999			_c7231 _d7231
001			3409
003			IED_BCN
005			20191111122907.0
008			190322e2010 d|||| |||| 001 0 eng d
010			_a000003409
020	0	0	_a9780749450854
035	0	0	_a3521
040			_aIED_BCN _cIED_BCN _bcat
100	1		_aKapferer, Jean-Noël _92085
245	1	4	_aThe new strategic brand management : _bcreating and sustaining brand equity long term / _cJean-Noël Kapferer
250	0	0	_a4th Edition
260	0	0	_aLondon : _bKogan Page, _c2008
300	0	0	_a560 p. ; _c24 cm
505			_aIntroduction: building the brand when the clients are empowered -- Why is branding so strategic : Brand equity in question : Strategic implications of branding : Brand and busines building : From private labels to store brands : Brand diversity: the types of brands -- The challenges of modern markets : The new rules of brand management : Brand identity and positioning -- Creating and sustaining brand equity : Launching the brand : The challenge of growth in mature markets : Sustaining a brand long term : Adapting to the market: identity and change : Growth through brand extensions : Brand architecture : Multi-brand portfolios : Handling name changes and brand transfers : Brand turnaround and rejuvenation : Managing global brands -- Brand valuation : Financial valuation and accounting for brands
650		7	_aConstrucció de marca (Màrqueting) _2lemac _94427
650		0	_93424 _aMàrqueting
942			_2udc _c1