Téléchargez le livre : Moment of Truth

Moment of Truth

Redefining the CEO's Brand Management Agenda

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Éditeur :

Palgrave Macmillan

Paru le : 2005-12-12

The authors argue that a paradigm shift is needed with regard to brand management. Many companies and organizations have seen brand management as a narrow marketing activity and this has resulted in weak brands. By contrast they argue for a holistic approach to branding with the brand at the centre ...
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Description du livre

The authors argue that a paradigm shift is needed with regard to brand management. Many companies and organizations have seen brand management as a narrow marketing activity and this has resulted in weak brands. By contrast they argue for a holistic approach to branding with the brand at the centre of a value-based approach and the focal point of business strategy. They show how to develop brand strategy and brand engagement as part of a brand-centric organization.

À propos

Auteur
A. Bauer , B. Bloching , K. Howaldt , A. Mitchell
Éditeur
Palgrave Macmillan
Collection
n.c
Parution
2005-12-12
Pages
174 pages
EAN papier
9781403998965

Caractéristiques détaillées - droits

EAN PDF
9780230203884
Prix
52,24 €
Nombre pages copiables
1
Nombre pages imprimables
17
Taille du fichier
13988 Ko
Ce livre est accessible aux handicaps informations d'accessibilité

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