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

Autor: Lynn B. Upshaw, Earl L. Taylor

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Legare: Copertă tare

Editura: John Wiley & Sons Inc

Disponibilitate: În depozitul extern

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236.12 lei

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

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Autor

Lynn B. Upshaw, Earl L. Taylor

Limbă

engleză

Legare

Carte - Copertă tare

Publicat

2000

Pagini

336

EAN

9780471356592

ISBN

047135659X

Enbook ID

04890071

Editura

John Wiley & Sons Inc

Greutate

648

Dimensiuni

167 x 236 x 26

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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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