Moment of Truth : Redefining the CEO's Brand Management Agenda PDF
by A. Bauer, B. Bloching, K. Howaldt, A. Mitchell
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Description
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.
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Download Now
- Format:PDF
- Publisher:Palgrave Macmillan UK
- Publication Date:12/12/2005
- Category:
- ISBN:9780230203884
Information
-
Download Now
- Format:PDF
- Publisher:Palgrave Macmillan UK
- Publication Date:12/12/2005
- Category:
- ISBN:9780230203884