Moment of truth redefining the CEO's brand management agenda
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...
| Autor principal: | |
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| Formato: | Libro electrónico |
| Idioma: | Castellano |
| Publicado: |
New York
Palgrave
2006
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| Colección: | Libros electrónicos en Ebscohost
Colección de libros electrónicos de ULoyola |
| Materias: | |
| Acceso en línea: | Enlace al texto completo en ebscohost |
| Ver en Universidad Loyola - Universidad Loyola Granada: | https://colectivo.uloyola.es/Record/203709 |
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| Sumario: | 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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| Descripción Física: | 1 recurso en línea |
| ISBN: | 9780230203884 9781403998965 |
