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Moment of Truth Redefining the CEO's Brand Management Agenda von Bauer, A. (eBook)

  • Erscheinungsdatum: 11.01.2016
  • Verlag: Palgrave Macmillan
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Moment of Truth

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.

Produktinformationen

    Format: PDF
    Kopierschutz: AdobeDRM
    Seitenzahl: 190
    Erscheinungsdatum: 11.01.2016
    Sprache: Englisch
    ISBN: 9780230203884
    Verlag: Palgrave Macmillan
    Größe: 13992kBytes
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