Moment of Truth
Shows how to develop brand strategy and brand engagement as part of a brand-centric organization. The authors argue that a paradigm shift is needed with regard to brand management, and that a holistic approach to branding is required, with the brand at the centre of a value-based approach, and the focal point of business strategy.
Editora: Palgrave Macmillan
ISBN: 1403998965
Número de páginas: 174
Acabamento:
HARDCOVER
Local de Publicação: Great Britain/British Isles
Notícias