Moment of truth : redefining the CEO's brand management agenda / Andreas Bauer
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...
| Main Author: | Bauer, Andreas |
|---|---|
| Format: | eBook |
| Publication: |
New York : Palgrave, 2006 |
| Physical Description: | 1 recurso en línea |
| Clasificación CDU: |
658.8 |
| Tipo de contenido: |
Texto (visual) |
| Tipo de medio: |
electrónico |
| Tipo de soporte: |
recurso en línea |
| Summary: |
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. |
| Collection: |
Libros electrónicos en Ebscohost
Colección de libros electrónicos de ULoyola |
| Subjects: | |
| ISBN: |
9780230203884 9781403998965 |