Management transversal de la marque: Une exploration au coeur des marques
- ISBN-10
- 2100590219
- ISBN-13
- 9782100590216
- Category
- Brand name products
- Pages
- 317
- Language
- French
- Published
- 2013
- Author
- Géraldine Michel
Description
Les marques sont considérées comme le principal capital immateriel de l'entreprise. Adulées ou décriées, les marques suscitent l'intéret de tous. Comment les marques se contruisent ? Comment metttre en place une stratégie de marque employeur ? Comment développer le capital de marque auprès des consommateurs ? Comment peut-on évaluer une marque ? Quels sont les moyens juridiques de défendre une marque ? Ce livre collectif propose une nouvelle vision de la marque, plus globale, plus intégrée, plus transversale. Pédagogique, il clarifie les concepts en présentant des outils pragmatiques.
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Other editions
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- 2013-09-11
- 256 pages
- Ebook
- Dunod
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