MARC Record from marc_nuls

LEADER: 02691cam 2200349 a 4500
001 9922508080001661
005 20161129161317.0
008 010723s2001 enk b 001 0 eng
015 $aGBA1-Y3701
020 $a0749435933
029 0 $aUKM$bbA1Y3701
035 $a(CSdNU)u101992-01national_inst
035 $a(OCoLC)46650286
035 $a(Sirsi) 01-AAM-7271
040 $aUKM$cUKM$dOCLCQ$dDGU$dCOD$dOrPss
041 1 $aeng$hfre
049 $aCNUM
090 $aHD69.B7$bK36813 2001
100 1 $aKapferer, Jean-Noel.
240 10 $aRe-marques.$lEnglish
245 10 $a(Re)inventing the brand :$bcan top brands survive the new market realities? /$cJean-Noel Kapferer.
246 3 $aReinventing the brand
260 $aLondon ;$aMilford, Ct. :$bKogan Page,$c2001.
300 $avi, 234 p. ;$c24 cm.
500 $aOriginally published in French: Paris : Editions d'organisation, 2000.
504 $aIncludes bibliographical references (p. 225-226) and index.
505 0 $aPreface: The new realities of branding -- A new contract for the brands of the future -- Convergence of brand cultures -- Unveiling the company behind the brand -- From risk to desire: what functions for what brands? -- The product and the brand, revisited -- To brand or not to brand? -- The end of local brands? -- The age of efficiency -- What fast-moving means for consumer goods -- The Internet challenges -- Brand practices in question -- The tendency towards decapitalization -- So where is your brand strong? -- Unveil all your values! -- Aim for the critical size -- Brand image does not equal brand usage -- Rebuilding the lost relationship -- Energize the value chain of your brand -- A new perspective on the brand portfolio -- The realities of brand extension -- Brands and the time challenge -- The actuality of brands -- Orangina: good value at one billion dollars? -- The future of Virgin Pulp -- Coca-Cola or Micro-Soft Drink? -- The distributor at the heart of the organization? -- The impact of the euro: 'squashed' prices -- Restoring consumer confidence -- The Stock Exchange online: from company to brand -- Luxury brands on the Internet -- From Disneyland to Amazon.com: the harsh laws of economics! -- Is there room on the Internet for a 'brilliant challenger'? -- The rise of licensing: when brands come before products -- The radicalization of design -- Conclusion: breaking free of the herd mentality.
650 0 $aProduct management.
650 0 $aBrand name products.
948 $a03/25/2002$b04/23/2002
982 0 $aHD69.B7$aK36813$a2001
999 $aHD 69 B7 K36813 2001$wLC$c1$i31786101638226$d5/26/2009$e5/7/2009 $f3/15/2004$g1$lCIRCSTACKS$mNULS$n1$rY$sY$tBOOK$u4/23/2002