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135x19,5 ebadında, 264 sayfa, 3.hamur.
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The brand must be at the heart of an organization if it is to succeed, but very often companies fail to understand the importance of this maxim. Based on interviews with 50 CEOs and key decision-makers, Fiona Gilmore distils the essence of many of our top brands. Top CEOs such as Michael Eisner of Disney and Chris Gent of Vodafone, discuss the issues that are crucial to their success. They How companies can create brand architecture to maximize competitive advantage.* Why the role of the brand is of fundamental importance in the age of e-commerce, to protect the franchise of the established players and to open the market to newcomers.* Why service brands are critical for much of twenty-first-century business. The mantra of organizational excellence, customer service and product innovation is not enough. Organizations have to find ways to involve the service deliverers in their brand.* How companies sho

264 sayfa. 13x19 cm.

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