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Redefining the CEO's Brand Management Agenda
出版Springer, 2005-12-12
主題Business & Economics / ManagementBusiness & Economics / Marketing / GeneralBusiness & Economics / Sales & Selling / General
ISBN02302038849780230203884
URLhttp://books.google.com.hk/books?id=wDbyut2dMvQC&hl=&source=gbs_api
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註釋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.