brand -- Managing brand portfolios -- Managing brands for success over time -- Managing a brand across

environment, and all elements of success: technology, processes, and people. This edition adds detailed new

) -- Case study: London Ambulance Service-from failure to success -- Conclusion -- Key learning points

an inaccessible part of the business, yet understanding is crucial for success. Using an 'easy to

for generating ideas and offers dozens of success stories.

Evaluation -- The Glass Ceiling -- Minorities -- Professionalism -- Requirements for Success

Success Factors -- Risks in High-Growth Markets -- Environmental Analysis and Strategic Uncertainty

Success in business.

branding -- 3. Nation brands: the value of 'provenance' in branding -- 4. Branding for success -- 5. The

success and prosperity. Through in-depth interviews with industry practitioners, the author empirically

industry. Building on the success of previous editions, the authors have completely revised the text to

; Policy dynamics: change, failure and success.