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Moment Of Truth Redefining The Ceos Brand Management Agenda Andreas Bauer

Name: Moment Of Truth Redefining The Ceos Brand Management Agenda Andreas Bauer
SKU: BELL-2352094
Price: 31.00 USD
Availability: InStock
Rating: 4.7 (56 reviews)

SKU: BELL-2352094

$ 31.00 ~~$ 45.00~~ (-31%)

4.7

56 reviews

Moment Of Truth Redefining The Ceos Brand Management Agenda Andreas Bauer instant download after payment.

Publisher: Palgrave Macmillan

File Extension: PDF

File size: 8.4 MB

Pages: 191

Author: Andreas Bauer, Bjoern Bloching, Kai Howaldt, Alan Mitchell

ISBN: 9781403998965, 1403998965

Language: English

Year: 2006

Product desciption

Moment Of Truth Redefining The Ceos Brand Management Agenda Andreas Bauer by Andreas Bauer, Bjoern Bloching, Kai Howaldt, Alan Mitchell 9781403998965, 1403998965 instant download after payment.

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 center 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.