The New Strategic Brand Management
Published October 18th, 2004 in Branding.Jean-Noel Kapferer Brand freaks can now download a sample chapter from this book. I firmly believe that Kapferer is one of the best in business when it comes to branding (Probably because of the management school I belong to!). None the less, download the PDF file and read on. Good place to start!
deude - am unable to get the chapter in PDF. Can youy advise. I love reading Kapferer too…