Inspiration et outils
Notre Bibliothèque
Research Handbook on Brand Co-Creation – Theory, Practice and Ethical Implications
Bringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this [...]
The Handbook of Brand Management Scales
The Handbook of Brand Management Scales is a concise, clear and easy-to-use collection of scales in brand management. Scales are a critical tool for r [...]
Strategic Brand Management: Lessons for Winning Brands in Globalized Markets
Strategic Brand Management offre un regard moderne sur le management global de la marque, présentant les dernières recherches sur le sujet, des études [...]
Kapferer on luxury
Kapferer on Luxury offers a collection of carefully curated new and popular articles from the world-renowned and undisputed luxury marketing and brand [...]
Building Your Brand: A Practical Guide for Nonprofit Organizations
Michèle Levy Est-ce que votre stratégie de marque est sensée? Si vous posez la question à 10 personnes faisant partie de votre entreprise, combien de [...]
The Human Brand-How we relate to people, products and companies
Chris Malone and Susan Fiske Customers everywhere describe their interactions with companies in a deeply personal way—we hate our banks, love our smar [...]
