Coverart for item
The Resource Moment of truth : redefining the CEO's brand management agenda, Andreas Bauer ... [et al.], (electronic book)

Moment of truth : redefining the CEO's brand management agenda, Andreas Bauer ... [et al.], (electronic book)

Label
Moment of truth : redefining the CEO's brand management agenda
Title
Moment of truth
Title remainder
redefining the CEO's brand management agenda
Statement of responsibility
Andreas Bauer ... [et al.]
Contributor
Subject
Language
eng
Summary
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
Member of
Cataloging source
UK-WkNB
Index
no index present
Literary form
non fiction
http://library.link/vocab/relatedWorkOrContributorName
Bauer, Andreas.
http://library.link/vocab/subjectName
  • Product management
  • Brand name products
  • Chief executive officers
Target audience
general
Label
Moment of truth : redefining the CEO's brand management agenda, Andreas Bauer ... [et al.], (electronic book)
Instantiates
Publication
Contents
Introduction and Problematisation -- Change of Paradigm: The Basis for Successful Brand Management -- The Values and the Archetypes -- Develop the Brand Strategy -- Brand Execution -- Brand Engagement -- Brand-Centric Organization -- Brand Tracking -- Outlook and Perspectives
Control code
9780230203884
Extent
192 p.
Form of item
electronic
Governing access note
Users can print and/or download individual articles/chapters and other individual items from Palgrave Connect ebooks, limited to no more than one chapter per title per authorised user
Isbn
9780230203884
Specific material designation
remote
Type of computer file
PDF
Label
Moment of truth : redefining the CEO's brand management agenda, Andreas Bauer ... [et al.], (electronic book)
Publication
Contents
Introduction and Problematisation -- Change of Paradigm: The Basis for Successful Brand Management -- The Values and the Archetypes -- Develop the Brand Strategy -- Brand Execution -- Brand Engagement -- Brand-Centric Organization -- Brand Tracking -- Outlook and Perspectives
Control code
9780230203884
Extent
192 p.
Form of item
electronic
Governing access note
Users can print and/or download individual articles/chapters and other individual items from Palgrave Connect ebooks, limited to no more than one chapter per title per authorised user
Isbn
9780230203884
Specific material designation
remote
Type of computer file
PDF

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