Moment of Truth: Redefining the CEO's Brand Management Agenda

by Alan Mitchell, Andreas Bauer, Björn Bloching, et al.

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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... This description may be from another edition of this product.

Format:Hardcover

Language:English

ISBN:1403998965

ISBN13:9781403998965

Release Date:January 2006

Publisher:Palgrave MacMillan

Length:174 Pages

Weight:1.24 lbs.

Dimensions:0.7" x 6.2" x 9.5"

Related Subjects

Business Business & Investing Economics

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Moment of Truth: Redefining the CEO's Brand Management Agenda

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