Moment of truth : redefining the CEO's brand management agenda

著者

• Bauer, Andreas

書誌事項

Moment of truth : redefining the CEO's brand management agenda

Andreas Bauer ... [et al.]

Palgrave Macmillan, 2006

内容説明・目次

内容説明

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.

目次

Introduction and Problematisation - Change of Paradigm: The Basis for Successful Brand Management - The Values and the Archetypes - Develop the Brand Strategy - Brand Execution - Brand Engagement - Brand-Centric Organization - Brand Tracking - Outlook and Perspectives

「Nielsen BookData」 より

• NII書誌ID(NCID): BA75925540
• ISBN:
  • 1403998965
• LCCN: 2005058610
• 出版国コード: uk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Basingstoke
• ページ数/冊数: xv, 174 p.
• 大きさ: 24 cm
• 分類:
  • LCC : HF5415.15
  • DC22 : 658.8/27
• 件名:
  • LCSH : Product management
  • LCSH : Brand name products -- Management
  • LCSH : Chief executive officers