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Mercator - théorie et nouvelles pratiques du marketing

traduction en français de Mercator - théorie et nouvelles pratiques du marketing, Dalloz, Paris, France, 2006

J. LEVY, J. LENDREVIE

Dalloz, Paris, France

10e ed.e ed., 2012



Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity, traduction de : "Les marques, capital de l'entreprise"

Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity, traduction de : "Les marques, capital de l'entreprise"

traduction en anglais de Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity, traduction de : "Les marques, capital de l'entreprise", Kogan Page, Londres, Royaume-Uni, 1992

J.-N. KAPFERER

Kogan Page, Londres, Royaume-Uni

5e ed.e ed., 2012



The first two editions of Strategic Brand Management were published to great critical acclaim. The New Strategic Brand Management has been rewritten and fully revised to bring readers absolutely up-to-date with the dramatic changes that have taken place in brand management worldwide. Dealing with the concept and practice of brand management in its totality, it is packed with fresh examples and case studies of brands from all over the world, paying particular attention to global brands. It also looks at the hype surrounding branding and stresses the role of sound business decisions when building a brand. There are several new chapters, including:brand and business building the challenge of growth in mature markets managing retail brands. Plus completely new sections on innovation and its role in growing and reinventing brands, and corporate branding.

The Psychology of Entertainment Media

Blurring the Lines Between Entertainment and Persuasion

traduction en anglais de The Psychology of Entertainment Media, Erlbaum Psych Press, 2003

L. SHRUM

Routledge

2nde ed., 2012



Brand Strategies for Component Suppliers (Book: published doctoral dissertation)

S. WORM

Gabler Verlag, Wiesbaden, Allemagne

2011



Consumer Behaviour - Applications in Marketing

traduction en polonais de Consumer Behaviour - Applications in Marketing, Sage Publications, 2008

R. EAST, M. WRIGHT, M. VANHUELE

Wolters Kluwer Polska

2011



Until now Masters and MBA students have been under-served by books on consumer behaviour. Written by a trusted and respected academic this book includes the psychological and social issues that students cover on their course along with exploration of more quantitative approaches to marketing research and `evidence based' marketing solutions. Readers are supported by pedagogical features such as thought-provoking mini-cases drawn from international sources and accompanying exercises that will draw out key ideas and help consolidate their learning. A website to support the book has an Instructor's Manual that offers PowerPoint slides and answers to the mini cases exercises.


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