K. Howaldt – författare
Visar alla böcker från författaren K. Howaldt. Handla med fri frakt och snabb leverans.
1 produkt
1 produkt
E-bok
PDF, Engelska, 2005692 kr
Läs direkt efter köp
The authors argue that a paradigm shift is needed with regard to brand management. Many companies and organizations have seen brand management as a narrow marketing activity and this has resulted in weak brands. By contrast they argue for a holistic approach to branding with the brand at the centre of a value-based approach and the focal point of business strategy. They show how to develop brand strategy and brand engagement as part of a brand-centric organization.