Böcker av Jean-Noel Kapferer

Develop your understanding of brand management and strategic brand thinking with this essential, definitive reference source designed for both professionals and students.

Rumors may be the oldest medium of mass communication of information or ideas

Get expert insight into the unique challenges faced by the luxury sector and learn how to tackle them with this authoritative guide to luxury branding.

Deconstruct the marketing of the most successful luxury goods brands and companies to reveal the unique and often paradoxical 'anti-laws' of successful luxury brand management, with this ground-breaking book.