Produkt
KlappentextThe 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.
Details
Weitere ISBN/GTIN9780230203884
ProduktartE-Book
EinbandartE-Book
FormatPDF
Format Hinweis1 - PDF Watermark
FormatE107
Verlag
Erscheinungsjahr2005
Erscheinungsdatum12.12.2005
Auflage2006
Seiten174 Seiten
SpracheEnglisch
IllustrationenXV, 174 p.
Artikel-Nr.1973628
Rubriken
Genre9200