Moment of truth : redefining the CEO's brand management agenda
by
Bauer, Andreas.
Title
:
Moment of truth : redefining the CEO's brand management agenda
Author
:
Bauer, Andreas.
ISBN
:
9781403998965
Publication Information
:
Basingstoke : Palgrave Macmillan, 2006.
Physical Description
:
xv, 174 p. ; 24 cm.
Contents
:
1. Setting the scene -- 2. The moment of truth -- 3. Profiling consumer values -- 4. Profiling values in a B2B context -- 5. Turning values information into insight -- 6. From insight to brand strategy -- 7. From brand strategy to action -- 8. Winning internal brand engagement -- 9. Tracking performance -- 10. Issues and questions -- 11. The CEO's moment of truth.
Subject Term
:
Product management.
Brand name products -- Management.
Chief executive officers.
Added Author
:
Bauer, Andreas.
Electronic Access
:
| Library | Material Type | Item Barcode | Shelf Number | Copy |
|---|
| IIEMSA | General Books | 33168020372963 | 658.827 B344M 2006 | 1 |