Masterbrand Mandate - The Management Strategy that Unifies Companies & Multiplies Value

Szerző: Lynn B. Upshaw, Earl L. Taylor

Nyelv:

Kötés: Kemény kötésű

Kiadó: John Wiley & Sons Inc

Elérhetőség: Beszállítói készleten

Küldés 9-15 napon belül

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Advance Praise for The Masterbrand Mandate "The Masterbrand Mandate is an exceptional book that succ...

Információk a könyvről

Szerző

Lynn B. Upshaw, Earl L. Taylor

Nyelv

Angol

Kötés

Könyv - Kemény kötésű

Kiadva

2000

oldal

336

EAN

9780471356592

ISBN

047135659X

Enbook ID

04890071

Kiadó

John Wiley & Sons Inc

Súly

648

Méretek

167 x 236 x 26

Teljes leírás

Advance Praise for The Masterbrand Mandate "The Masterbrand Mandate is an exceptional book that successfully demonstrates why it is the responsibility of the entire enterprise, led by senior management, to drive the masterbrand throughout the company as a critical part of its strategy." -Bruce L. Claflin President and COO, 3Com Corporation "The Masterbrand Mandate shows why successful brands must both reflect and guide the organizational values, culture, and business strategy in this Internet age. It is a 'now' book that anyone managing an organization should read." -David Aaker Vice Chairman, Prophet Brand Strategy and Coauthor of Brand Leadership "The Masterbrand Mandate is a superb read for anyone involved in the management or building of brands." -Steven McMillan President and COO, Sara Lee Corporation "The Masterbrand Mandate is on the money-literally and figuratively! Both visionary and practical, it successfully tackles the modern challenges of brand-building head-on. This book is an invaluable guide for designing breakthrough brand strategies in the new economy." -Kevin Lane Keller E. B. Osborn Professor of Marketing, Dartmouth College "Lynn Upshaw and Earl Taylor have written an extraordinary blueprint for building a formidable enterprise-wide masterbrand. Every CEO-and everyone who hopes to be a CEO-should read this book." -Charles Brymer Group Chief Executive, Interbrand Corporation

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Masterbrand Mandate - The Management Strategy that Unifies Companies & Multiplies Value

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