Title:
60-minute brand strategist : the essential brand book for marketing professionals
Author:
Mootee, Idris, 1958-
ISBN:
9781118625163
Personal Author:
Publication Information:
Hoboken : Wiley, 2013.
Physical Description:
ix, 246 p. : col. ill. ; 24 cm.
General Note:
Includes index.
Contents:
Introduction -- All about brands -- Branding in a postmodern culture -- Strategic perspective of branding -- Managing brand value -- About the author.
Abstract:
In this economy ruled by ideas, the only sustainable form of leadership is brand leadership. This book offers a field-tested view of how branding decisions happen in the context of business strategy, not just in marketing communications.
Subject Term: