TY  - GEN
T1  - Moment of truth : redefining the CEO's brand management agenda
T2  - Libros electrónicos en Ebscohost
T2  - Colección de libros electrónicos de ULoyola
A1  - Bauer, Andreas
LA  - Spanish
PP  - New York
PB  - Palgrave
YR  - 2006
UL  - https://colectivo.uloyola.es/Record/L203709
AB  - 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.
SN  - 9780230203884
SN  - 9781403998965
KW  - Marcas comerciales
ER  -