Moment of Truth by A. Bauer
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-+
$65.99
 
 


ISBN
9780230203884
Date Released
Binding
eBook
 
 

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Description
Information
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.
ISBN:
9780230203884
Publication Date:
12 / 12 / 2005

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