Au coeur de la marque - 4e éd.: Les clés du management des marques
- ISBN-10
- 2100844245
- ISBN-13
- 9782100844241
- Category
- Business & Economics
- Pages
- 246
- Language
- French
- Published
- 2022-05-18
- Publisher
- Dunod
- Author
- Géraldine Michel
Description
Mieux comprendre le rôle des marques dans le contexte économique actuel est une clé de succès pour les entreprises. À travers des outils et techniques de gestion et d'évaluation, cet ouvrage permet de repérer les leviers pour construire une marque forte (image de marque, capital marque, identité de marque...), mettre en oeuvre les stratégies de développement efficaces (alliances de marque, extension de marque, gestion de marque sur Internet...) et d'évaluer la pertinence des actions menées. Cette 4e édition entièrement remaniée et mise à jour s'enrichit de nouveaux exemples et avis d'experts. L'accent est mis sur le développement de la marque à l'ère digitale.
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