Warriors on the High Wire

Fiona Gilmore

Anno: 2001
Rilegatura: Hardback
Pagine: 240 p.
Testo in English
  • EAN: 9780007112296
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Descrizione

Building on the success of "Brand Warriors", the contributors to "Warriors on the High Wire" demonstrate exactly why nothing is as important as managing the brand if a company is to prosper. Top CEOs talk about crucial aspects of brand management - how their companies preserve, protect and build on their brand identity to acheive success - in an accessible style aimed a general managers, CEOs and business students. Like "Brand Warriors", this "more-than-a-sequel" addresses topical issues facing CEOs and marketing professionals, uses well-known companies to provide case histories, and explores markets which are inherently interesting and dynamic. In addition, new ingredients have been added: editorial comment throughout the book, comparisons between different strategies, definitions of best practice, and exploration of the relationships between the corporate brand, and individual brands.