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« La connaissance doit être améliorée, défiée, et augmentée constamment, ou elle disparaît. »

Peter DRUCKER, Consultant en Management américain, éducateur, et auteur (1909-2005)

Filtres: Branding Stratégie

Kellogg on Branding in a Hyper-Connected World

Par Alice M. Tybout, Tim Calkins

Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand...

Voir sur Amazon

Marketing 4.0 : Moving from Traditional to Digital

Par Philip Kotler

Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world's leading marketing...

Voir sur Amazon

Brand Identity Breakthrough: How to Craft Your Company's Unique Story to Make Your Products Irresistible

Par Gregory V.Diehl

Does your business have a story to tell? It should! From the moment you first opened your doors, you began crafting it. With every new product you...

Voir sur Amazon

Building a StoryBrand: Clarify Your Message So Customers Will Listen

Par Donald Miller

Donald Miller’s StoryBrand process is a proven solution to the struggle business leaders face when talking about their businesses. This...

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Defending Your Brand: How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks

Par Tim Calkins

Anyone with a successful business can be certain of one thing: competitors are looking for opportunities to attack. As a result, defending a business...

Voir sur Amazon

Brand Failures The Truth About the 100 Biggest Branding Mistakes of All Time

Par Matt Haig

Branding is a ubiquitous, but critical marketing function that can produce spectacular successes and catastrophic blunders. Highly visible branding...

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Brand Leadership Building Assets in the Information Society

Par David A. Aaker and Erich Joachimsthaler

David A. Aaker and Erich Joachimsthaler flex their marketing muscles in this exhaustive treatise on global brand creation. But although the authors...

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Brands and Branding

Par Rita Clifton and John Simmons with Sameena Ahmad et al. (editors)

This anthology, edited by Rita Clifton and John Simmons with Sameena Ahmad, contains an abundance of information about branding. In fact, with 17...

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Brand Stretch Why 1 in 2 Extensions Fail and How to Beat the Odds: A Brand Gym Workout

Par David Taylor

Given how heavily companies spend on advertising and merchandising, any factor — in this case, better use of branding — that could possibly...

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Building Strong Brand The New Paradigm for Connecting Brands to People

Par David A.Aaker

In this book, David A. Aaker discusses how a brand can be managed as a strategic asset and a source of competitive advantage. The companies whose...

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Fashion Brands Branding Style from Armani to Zara

Par Mark Tungate

If you want to understand the true meaning of style, the fashion world can explain it. No other industry is as adept at transforming a commodity into...

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Kellogg on Branding The Marketing Faculty of the Kellogg School of Management

Par Alice M. Tybout and Tim Calkins

Branding is so powerful that it touches upon more disciplines than other branches of marketing. Figuring out why branding works and where it might go...

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Managing Brand Equity Capitalizing on the Value of a Brand Name

Par David A.Aaker

Think Coca-Cola and what comes to mind? That’s brand power. Author David A. Aaker illustrates how such powerful brands connect with customers. He...

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A New Brand World 8 Principles for Achieving Brand Leadership in the 21st Century

Par Scott Bedbury with Stephen Fenichell

This pretty good book about brands and brand management is not as neat and orderly as the subtitle suggests — the so-called “8 principles” are...

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Strategic Brand Management Building, Measuring, and Managing Brand Equity

Par Kevin Lane Keller

Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a...

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Brand Portfolio Strategy Creating Relevance, Differentiation, Energy, Leverage, and Clarity

Par David A. Aaker

David Aaker shows managers how to construct a brand portfolio strategy that will support a company's business strategy and create relevance,...

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How Brands Become Icons The Principles of Cultural Branding

Par D. B. Holt

Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more...

Voir sur Amazon

Emotional Branding The New Paradigm for Connecting Brands to People

Par D. B. Holt

Marc Gobe Emotional Branding has created a movement in branding circles by shifting the focus from products to people. The 10 Commandments of...

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Power Brands Measuring, Making, and Managing Brand Success

Par Hajo Riesenbeck and Jesko Perrey

The McKinsey BrandMatics concept will show you how brands can be systematically managed. The individual tools and detailed concepts are organized...

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BrandSimple How the Best Brands Keep it Simple and Succeed


Allen P. Adamson In an era of mixed media messages, in which brands are extended to the breaking point and complex marketing theories compete for...

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Brand Against the Machine How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition

Par John M. Morgan

Brand Against the Machine offers proven and actionable steps for companies and entrepreneurs to increase their brand visibility and credibility, and...

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The Brand Gap How to Bridge the Distance Between Business Strategy and Design

Par Marty Neumeier

The Brand Gap is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic...

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Le Luxe Demain

Par Yves Hanania, Isabelle Musnik, Philippe Gaillochet

Un ouvrage indispensable pour comprendre les enjeux et les stratégies du secteur du luxe qui pèse autant dans l’économie française que...

Voir sur Fnac

Customer Centricity

Par Peter Fader

Despite what the tired old adage says, the customer is not always right. Not all customers deserve your best efforts: in the world of customer...

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Kotler on Marketing How to create, win and dominate markets

Par Philip Kotler

Philip Kotler draws on lectures he’s given worldwide and textbook basics to craft an informative and refreshing marketing text. Highlighting the...

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Legendary Brands Unleashing the Power of Storytelling to Create a Winning Marketing Strategy

Par Laurence Vincent

What makes a brand become the stuff of legend? Author and consultant Laurence Vincent says it’s the power of a good story. Vincent, whose specialty...

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Kellogg on Strategy Concepts, Tools, and Frameworks for Practitioners

Par David Dranove and Sonia Marciano

This concise guide to strategy offers an excellent basic introduction to business strategy. David Dranove and Sonia Marciano not only outline their...

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The Boston Consulting Group on Strategy

Par Carl W. Stern

A collection of the best thinking from one of the most innovative management consulting firms in the world For more than forty years, The Boston...

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Developing Business Strategies

Par David A. Aaker

A successful business strategy enables managers to provide organizational vision, monitor and understand a dynamic business environment, generate...

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Why Not? How to Use Everyday Ingenuity to Solve Problems Big And Small

Par Barry Nalebuff and Ian Ayres

Why Not? is a primer for fresh thinking, for problem solving with a purpose, for bringing the world a few steps closer to the way it should be....

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Blue Ocean Strategy How to Create Uncontested Market Space and Make Competition Irrelevant

Par W. Chan Kim and Renee Mauborgne

Written by the business world's new gurus, Blue Ocean Strategy continues to challenge everything you thought you knew about competing in today's...

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Marketing Strategy A Decision Focused Approach

Par Orville Walker, John Mullins and Jr., Harper Boyd

Marketing Strategy, 7e is a focused, succinct text which can be used on its own or packaged with a case book. It covers the concepts and theories of...

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The Social Media Bible Tactics, Tools, and Strategies for Business Success

Par Lon Safko

The Social Media Bible, Second Edition ( is the most comprehensive resource that transforms the way corporate, small business, and...

Voir sur Amazon

Kellogg on Marketing

Par Alice M. Tybout and Bobby J. Calder

The second edition of Kellogg on Marketing provides a unique and highly regarded perspective on both the basics of marketing and on new issues that...

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The New Strategic Brand Management

Par J N Kapferer

Over the years it has not only established a reputation as one of the leading works on brand strategy but also has become synonymous with the topic...

Voir sur Amazon

The Luxury Strategy Break the Rules of Marketing to Build Luxury Brands

Par Jean-Noel N Kapferer and Vincent Bastien

The Luxury Strategy is the definitive work on the essence of a luxury brand strategy. It puts an end to the confusion around the term, and explains...

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Good to Great Why Some Companies Make the Leap… and Others Don't

Par Jim Collins

This book aims to describe how companies transition from being average companies to great companies and how companies can fail to make the...

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Fit in, Stand out: Mastering the FISO Factor The key to leadership Effectiveness in Business and Life

Par Blythe J. McGarvie

Blythe J. McGarvie outlines, in her book, the key success factors to achieving effective leadership in both business and life. Separating what really...

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Shaking the globle Courageous Decision-Making in a Changing World

Par Blythe J. McGarvie

Not your typical book in business education, author Blythe J. McGarvie encourages Westerners to embrace the new form of globalization in order to...

Voir sur Amazon

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