Moment of Truth: Redefining the CEO's Brand Management Agenda

by Alan Mitchell, Andreas Bauer, Björn Bloching, et al.

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... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 1403998965
• ISBN13: 9781403998965
• Release Date: January 2006
• Publisher: Palgrave MacMillan
• Length: 174 Pages
• Weight: 1.24 lbs.
• Dimensions: 0.7" x 6.2" x 9.5"