engleză
F. Joseph LePla and Lynn Parker created the concept of Integrated Branding in the early 1990s and have since witnessed its rapid acceptance by brand consultants and senior management teams in companies around the world. The volume is a follow-up to "Integrated Branding", and, with the help of Susan Davis, offers leaders and managers at all levels - from the mailroom to the boardroom - the necessary tools for integrating the entire organization with the brand. Featuring case studies, the volume reads like a travel guide, taking the reader on a journey with major milestones, directions and reference points to show them how to: focus every employee's actions on delivering brand promise; create the practical tools to achieve integrated branding; ensure long-lasting customer loyalty; create short-term and long-term brand strategies; increase market share; and focus the company's culture, assets, practices and communications to create an integrated brand.
