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Moment of Truth: Redefining the Marketing Agenda
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Moment of Truth: Redefining the Marketing Agenda (Hardback)

£42.00
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Synopsis

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.

BusinessBusiness & managementSales & marketing Publisher: Palgrave USA Publication Date: 13/12/2005 ISBN-13: 9781403998965  Details: Type: Hardback Format: Books
Availability: Unavailable. No reason given.  

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