Moment of Truth: Redefining the CEO's Brand Management Agenda
Andreas Bauer, Bjoern Bloching, Kai Howaldt, Alan Mitchell
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 of business strategy. They show how to develop brand strategy and brand engagement as part of a brand-centric organization.
Kateqoriyalar:
İl:
2006
Nəşriyyat:
Palgrave Macmillan
Dil:
english
Səhifələr:
191
ISBN 10:
1403998965
ISBN 13:
9781403998965
Fayl:
PDF, 8.40 MB
IPFS:
,
english, 2006