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

Autor: Lynn B. Upshaw, Earl L. Taylor

Język:

Oprawa: Twarda

Wydawca: John Wiley & Sons Inc

Dostępność: Dostępna u dostawcy

Wysyłamy za 9-15 dni

180.18 zł

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

Informacje o książce

Autor

Lynn B. Upshaw, Earl L. Taylor

Język

Angielski

Oprawa

Książka - Twarda

Data wydania

2000

strony

336

EAN

9780471356592

ISBN

047135659X

Enbook ID

04890071

Wydawca

John Wiley & Sons Inc

Waga

648

Wymiary

167 x 236 x 26

Pełny opis

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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