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Moment of Truth : Redefining the CEO's Brand Management Agenda (Hardcover)

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Product Overview

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.

Specifications

Publisher Palgrave MacMillan
Mfg Part# 9781403998965
SKU 202120708
Format Hardcover
ISBN10 1403998965
Release Date 5/7/2007
Product Attributes
Book Format Hardcover
Number of Pages 0174
Publisher Palgrave MacMillan
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