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Réinventer la marque?

Author

Listed:
  • Jean-Noël Kapferer

    (HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales)

Abstract

Manage-t-on les marques en 2003 comme on le faisait il y a à peine vingt années? Quelles modifications substantielles de l'environnement, des consommateurs, des marchés, de la concurrence, de la technologie ont impacté le management de marque de façon durable et profonde? À ce titre doit-on parler de réinvention de la marque et de son management? J.-N. Kapferer examine très concrètement en quoi on doit manager les marques aujourd'hui très différemment, mais aussi en quoi certaines facettes de ce management doivent ne pas changer.

Suggested Citation

  • Jean-Noël Kapferer, 2003. "Réinventer la marque?," Post-Print hal-00781545, HAL.
    • Handle: RePEc:hal:journl:hal-00781545
    DOI: 10.3166/rfg.145.119-130
    as

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    Keywords

    réinventer; marque;

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