| 书目名称 | Moment of Truth |
| 副标题 | Redefining the CEO‘s |
| 编辑 | Andreas Bauer,Björn Bloching,Alan Mitchell |
| 视频video | http://file.papertrans.cn/639/638740/638740.mp4 |
| 图书封面 |  |
| 描述 | 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. |
| 出版日期 | Book 2006 |
| 关键词 | brand; branding; business; business strategy; management; marketing; organization; strategy |
| 版次 | 1 |
| doi | https://doi.org/10.1057/9780230203884 |
| isbn_ebook | 978-0-230-20388-4 |
| copyright | Palgrave Macmillan, a division of Macmillan Publishers Limited 2006 |
|Archiver|手机版|小黑屋|
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