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Moment of Truth: Redefining the CEO's Brand Management Agenda
Moment of Truth Redefining the CEO's Brand Management Agenda
Author:
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 center of a value-based approach and the focal point o... more »
Author:
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 center of a value-based approach and the focal point o... more »
ISBN-13: 9781403998965
ISBN-10: 1403998965
Publication Date: 3/3/2006
Pages: 200
Rating: ?
ISBN-10: 1403998965
Publication Date: 3/3/2006
Pages: 200
Rating: ?
0 stars, based on 0 rating
Genres:
- Business & Money >> General
- Business & Money >> Management & Leadership >> Management
- Business & Money >> Marketing & Sales >> Marketing >> General
- Business & Money >> Marketing & Sales >> Marketing >> Industrial
- Business & Money >> Marketing & Sales >> Marketing >> Product Management
