Branding Governance

A Participatory Approach to the Brand Building Process

AvNicholas Ind,Norway) Bjerke, Rune (Oslo School of Management

Inbunden, Engelska, 2007

323 kr

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Beskrivning

Branding Governance challenges traditional thinking on brands. Bestselling author Nicholas Ind and cross-cultural communications expert Rune Bjerke expose the flaws in a marketing-led approach to brand-building, and offer in its place a highly-participative, organization-wide process that delivers fulfillment to employees and value to customers.

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